WFV Mar/Apr 2011 by Window Fashion Vision Magazine

WF-VISION.COM

3/4 11

Program starts on page 25.

A VIEW OF WINDOW FASHION. DETAILS, MATERIALS & INSPIRED DESIGN.

VISION11:IWCE SHOW ISSUE

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designer collection Introducing Designer Collection The Designer Collection contains the latest Vertilux ecological fabrics made in Europe for Roller Shades, Roman Shades and Sliding Panels. An exciting new energetic selection of modern textiles created to fill your home or office fashionably with unique color and style. More than 29 vibrant and exotic colors allow you to control the flow of light in every room! All fabrics in the Designer Collection are Sanitized速 and specially treated to inhibit the growth of mildew, bacteria, mold, dust mites and other allergens. Perfectly safe for use in areas that need to be extra clean and hygienic such as your home, in hotels, schools, institutions and other commercial environments. Designer Collection imported from Europe is available only through Vertilux and our exclusive authorized fabricators.

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3/4.11 VOLUME 32 / NO. 2 This lavishly detailed chest of drawers was just one of several exciting discoveries to be found at Maison&Objet this past January. Italian artist Valentina Giovanda had a small but enchanting display at the show. For more from Paris, see page 56.

THIS ISSUE / VISION11: IWCE LAS VEGAS

THIS ISSUE

SPECIAL IN THIS ISSUE

EVERY ISSUE

12 A Window Fashions Roundtable The 2011 Editorial Advisory Board talks shop.

25 VISION11: IWCE Show Guide Daily seminar schedules, special events, show floor activities and more.

Viewpoint: What We’re Loving Now Comments from contributors

18 W hy I Love Windows: Passion and Practicality Gordon Clements reveals the value of finding a niche market you believe in.

36 It’s Vegas Baby! It’s hard to be all business all the time, so check out these ideas for dining, entertainment and sightseeing.

Viewpoint: Our View President/CEO Grace McNamara

50 Neo-Classical Vision A master bedroom suite renovation for a showcase house reveals stunning new views. by Mary Louise Higgins

42 Slow and Steady Practical advice on how to build an effective e-mail list. A VISION11: IWCE seminar preview. By Tami Coalwell

54 S pecial: Selling Emotion Through Technology How software makes selling window treatments easier.

44 New Product Preview A few of the new products to see at VISION11: IWCE.

62 Product Showcase

44 The Power of Professionalism How education and certification are key to building a successful window treatment business. by Carol T. Collins

64 Online Exclusives

56 Split Decision Maison&Objet remained as busy as ever while Paris Deco-Off grew tremendously, making it tough to cover it all. 4

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10 Viewpoint: InfoBar Some results and comments from our “Regional Trends” reader survey. 16

Viewpoint: I’m Officially Obsessed With Kathryn M. Ireland on houseguests.

64 What’s Next

On the cover:

Close-up of one of the Natural Wovens designs from Coulisse by designer Eun Il Lee. Go to Coulisse.nl to see more.

U N I V E R S A L

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WF-VISION.COM WHAT WE’RE LOVING NOW … Tami (Status Update) When relationships end … can it be a joyous experience?

Last

week,

my indispensible Covey/ Franklin planner, which kept my entire life in order for the last 15 years, was

WINDOW FASHION VISION MAGAZINE President & CEO • Grace McNamara • grace@wf-vision.com Vice President/Circulation Director • Peggy Yung • peggy@wf-vision.com Editorial Director • Susan Schultz • susan@wf-vision.com Managing Editor • Tracy Powell • tracy@wf-vision.com Graphic Design • Beth Hansen • bethh@aldeb.com WFCP Director & Trend Specialist • Deb Barrett • deb@wf-vision.com Office Manager • Anne Will • anne@wf-vision.com Credit Manager • Amy Hall • amy@wf-vision.com

replaced when my iPad2 arrived. Within two days, it’s become my calendar, e-mail, tasks, to-do list, grocery list, sticky notes, weather station, daily newspaper, movie finder, recipe keeper and so much more … all in

SALES Senior Account Executive • Shannon Leclair • shannonl@wf-vision.com Publisher’s Representative • Kerri Caldwell • kcaldwell@kasnicmedia.com Classified Advertising • Paulina McNamara • paulina@wf-vision.com

one tiny place. Do you think it will cook meals and clean my house too-

Carol (Tech-Savvy) Over the last two plus years I have become passionate about marketing my business and searching for new ways to reach my ultimate client. Using my mobile telephone, Motorola Xoom and the Internet I am able to quickly access information on my clients and my schedules, as well as social networking and my website. I have everything at my fingertips to be more professional and productive for my clients and ultimately for my business.

Mary Louise (Tactile) Fabrics have always been a passion of mine. Now

IN THIS ISSUE Contributing Writers • Vickie Ayres, Deb Barrett, Tamara (Tami) Coalwell, Carol T. Collins, Mary Louise Higgins, Kathryn M. Ireland, Ashley Whittenberger Special thanks to: Gordon Clements and everyone who participated in the trend survey 2011 EDITORIAL ADVISORY BOARD Donna Elle, Donna Elle Seaside Living John Fitzgerald, Comfortex Neil Gordon, Decorating with Fabric Susette Kubiak, Drapery Connection Rory McNeil, TechStyles Window Covering Products Inc. Tom Perkowitz, B&W Window Fashions Inc. Jane Sea, Blinds Unlimited CIRCULATION NCS Fulfillment Services • 877/344-7406 • WindowFashionVision@magcs.com

I get to work with great designers, using wonderful fabrics and making homes beartiful. I was really fascinated with Sophie Mellenbranche’s

metal

fabric at Masion&Objet.

Design Professionals Empowered by Education

Gordon (Family Matters) I have recently been blessed by two grandsons—one of whom is currently living with us.

We’re on Facebook twice! facebook.com/wfvisionmagazine and facebook.com/vision.iwce

Keep posted to all the VISION11: IWCE Las Vegas tweets at twitter.com/VISION’11IWCE

They bring me great energy, peace of mind, and I have never laughed so much.

From

hearing

the pitter pat of little feet as 18-month Elijah crawls into bed to tell us some tale, to stopping by my daughter’s for a glass of wine and to hold 6-month-old Silas after work—it all provides a new perspective and feeling of well being. Add to that the joy of working with my daughter and seeing what an accomplished businessperson she has become, I have been given a truly blessed life full of love.

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Window Fashion Vision magazine makes every attempt to credit each person involved in the process of creating a window covering and will not be responsible for crediting any person whose name, company or participation did not surface during the informationgathering process. Crediting disputes between parties other than Vision magazine are solved at the discretion of those involved.

Window Fashion Vision® (ISSN 0999-7777; USPS 708930) is published six times a year, by AIM Communications LLC, 4756 Banning Ave., Suite # 206, White Bear Lake, MN 55110; Tel 651/293-1544; Fax 651/653-4308. Visit our website at www.wf-vision.com. Periodicals class postage paid at St. Paul, MN and additional offices. Postmaster: send address changes and subscription correspondence with mailing label to Window Fashion Vision, 4756 Banning Ave., Suite # 206, White Bear Lake, MN 55110. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Single copies/back issues $6 each, except for special issues, which are individually priced. (Payment must accompany order.) Copyright ©2010 by AIM Communicaations LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: Station A, PO Box 54, Windsor, ONT N9A 6J5

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VIEWPOINT

Success Through Participation Join Us!

hen we read profiles on some of the most successful business people in the country, they all have one thing in common—they participate. They participate in their communities, their industries, their families. They join groups that help them learn and grow and always continue their education in some manner.

In addition to the important education and growth opportunities, WFCP offers members special pricing and discounts from Window Fashion VISION and participating vendor members. If you are fortunate enough to have made the decision to be attending VISION11: IWCE in Las Vegas, you know that your WFCP membership offered you exclusive receptions, events and tours.

I’d like to invite you to join one very important group that will help you learn and grow both personally and professionally: the Window Fashions Certification Program. It’s the program that will help you stand out as an interior design professional who specializes in window coverings. By providing you with the education, the tools and the recognition you deserve, WFCP will not only enrich you professionally but give you and your customers the confidence to decide on the right custom window fashions. In this issue Carol Collins, WFCP Expert, shares her experience growing her very successful business by learning and participating in the program.

We hear from you that you enjoy reading success stories about people like yourselves, so I know you’ll love Carol’s story, as well as our profile of Gordon Clements on page 18. Both Carol and Gordon are great examples of what it takes to be successful, and they will both be at VISION11: IWCE in Las Vegas.

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Speaking of Las Vegas, VISION11: IWCE is a testament to the resiliency of this industry. We pulled ourselves up by the bootstraps and demonstrated that by participating and supporting the industry’s annual meeting, we haven’t gone by the wayside, as have many other home-furnishing niches.

The window covering industry has a show and a magazine, thanks to you! A big “thank you” to everyone that exhibited, attended, taught, demonstrated, offered, mentored and agreed to unite together. In our next issue, we’ll share the new products, memorable moments, exquisite design and fun that we all had in Las Vegas! V

Grace McNamara President and CEO

Photography provided by Mermet USA

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InfoBar

Reader “Product Trends” Survey

VIEWPOINT

In our most recent survey we asked who was selling what and where. We’re only able to show a portion of the data in the issue, so look for more details on this survey in the May/June issue of Vision. Survey response by region of business practice

Northwest 2.6% Midwest 23.7%

Northeast 25%

West Coast 7.9%

Mid-Atlantic 5.3% Southwest 17.1%

Southeast 18.4%

What is your preferred undertreatment?* * Vertical blinds were listed as an option in this question, but there were no responses for that category.

44.7% Cellulars & Shading Systems

22.4% Fabric Shades 15.8% Blinds 2.6% Shutters 10

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14.5% Sheers

A SURPRISING RESULT: We have to admit to feeling somewhat surprised at the fact that fabric Roman shades placed 6th overall in the “top-selling treatment” question. Perhaps it’s because many of you stopped selling this product given the cord issue, or maybe it’s due in part to the geographic slant of the responses. We’re going to look at this in more detail next issue.

ONLINE PARTNERS

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What are your top-selling window fashions?* * Respondents ranked all choices from top-selling to second-ranked, etc.

11.2% Just top treatments

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13.8% Top treatments w/panels

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15.7% Top treatments w/hard treatments 32.1% Stationary panels on decorative hardware 15.3% Functioning panels on decorative hardware 10.6% Fabric Roman Shades

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What are your top selling top treatment styles?* 10.1% Pelmet/Flat valances

* Respondents ranked all choices from top-selling to second-ranked, etc.

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34.2% Box-pleated valances 4.7% Gathered valances

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30.2% Cornices

19.8% Swags and cascades

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WF-VISION.COM | MAR/APR 11 | 11

VIEWPOINT

Introducing the 2011 Editorial Board

A Window Fashions Weâ&#x20AC;&#x2122;re pleased to introduce you to the latest group of industry professionals who have agreed to advise, critique and share their opinions on each issue of Vision magazine. To get things started we held a brief roundtable discussion via the Internet. We also would love to hear your thoughts on the three questions we asked our board to address. Drop us a line or tell in person at Vision11:IWCE in Las Vegas!

Donna Elle is a seven-time award winner at the International Window Fashions Expo, culminating in the prestigious Award of Excellence in 2003. She is owner of Donna Elle Seaside Living, a full-service design firm in business for more than 35 years. She designed and launched her own private textile collection and owns its trademark Coastal Fabric Collection. In addition, she has recreated and expanded that textile line to include area rugs, toss pillows, bed linens and bedding, seashell hardware and curtains sourced overseas from China, India and Portugal. Her line is sold in boutiques and online. Currently, her projects include renovations of an historic hotel on Nantucket Island along with private homes. Donna is an allied member of ASID.

Neil Gordon comes from a family in the window covering business. His career began early, cutting his first roller shade at the tender age of 10. As a third-generation retailer, he learned from his parents and grandparents the subtleties of running a business. These powerful role models taught him the value of building relationships in selling. At the age of 28 in Boca Raton, Fla., he started his first business as a custom drapery workroom to the trade and built a successful window treatment company.

John C. Fitzgerald is executive vice president of Comfortex Window Fashions, a division of Hunter Douglas. He oversees the Sales, Marketing, Internet and Product Development of the Comfortex brand, Customer and Technical Service, and Information Technology and Human Resources departments. He has been successful in developing new marketing programs and distribution strategies for Comfortex.

Susette Kubiak is the lead designer and co-owner of Drapery Connection in Hinsdale, Ill. She is an exciting and innovative designer with a vast portfolio of both residential and commercial design work that has been featured in many publications. She is a professional member of ASID and NC I DQ certified. For the past 25 years Susette has been instrumental in helping to build Drapery Connection as Chicagolandâ&#x20AC;&#x2122;s premier window covering company.

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In 1991, he relocated back to his childhood roots in New York and established Decorating with Fabric, a full custom workroom, for both residential and commercial applications.

Rory McNeil is president of TechStyles Window Covering Products, Inc., a company that manufactures sheer verticals treatments and a wide range of roman shades. Rory has been making shades since he was 10 years old in his native Scotland. He has been a member of the Window Covering Manufacturers’ Association Technical Committee for more than seven years. In 1994, Rory founded WindowPro.org, the first online community for the window covering industry with more than 3,500 members. Tom Perkowitz, the director of marketing for B&W Window Fashions, is the third generation of his family in the window fashions industry. With more than 40 years of experience making, installing and selling shades, blinds and draperies, he brings a wealth of information to the table.

Jane Shea is the owner of Blinds Unlimited in Sarasota, Fla. Jane came to the window covering industry relatively late in her career. She purchased a plantation shutter company in 2002 and learned about the industry from the manufacturer’s point of view. In 2003, one of her wholesale customers approached her to buy his successful shop-at-home window treatment business, Blinds Unlimited. When Jane took over the reins of Blinds Unlimited, she decided that the business needed to offer the full spectrum of window fashions and she set about learning about custom, soft window treatments. The business has seen steady growth since 2003, and this year she made the decision to seek a Hunter Douglas gallery dealership, open a storefront and expand her offerings of soft window fashions. Blinds Unlimited is a member of Exciting Windows! Jane is a member of the National Advisory Council for Exciting Windows!, a regional director, and she was named Business Owner of the Year for 2010.

ROUNDTABLE Q&A What is the number-one thing our industry needs to do to get consumers interested/excited about window fashions? Neil Gordon: [Teach them to] understand that window fashions are the only product in their home that can be sustainable, energy-efficient and glamorous. Jane Shea: We have always talked about education being a key to getting people to purchase window treatments, but what is the educational motif we use? Why a Pirouette when a mini blind will do the same job? It is really about beauty and comfort in your home, and window treatments are the only way to achieve this. Perhaps social media will give us the grassroots tools that we need to create both excitement and education. Window treatment professionals will be a key to this, but their customers already understand this. To move beyond our own small community we will have to find a way to generate a following for this idea to disseminate into the public at large. Suzette Kubiak: I think the one thing that the industry needs to do to get consumers more interested in custom window treatments is to help them understand that custom is not out of reach to every consumer. I believe that there is absolutely a misconception among the younger consumer that custom window treatments are too expensive. I think if we work together to create a campaign that will help consumers understand that custom is available to everybody at many price levels, it would take a lot of fear out of the consumer shopping process. This will also help us connect with future generations for when they do have a larger budget to accommodate a more detailed or elaborate treatment. While we all dream of creating that beautiful room with the finishing window treatment design on an unlimited budget, I certainly believe the majority of us as designers and salespeople have a much more mainstream client. Appealing to them in their markets—and what they believe is reachable and attainable for their home—is probably one of the biggest struggles that we face. John Fitzgerald: I believe that consumers will get excited about the use of technology in window fashions. People grew up with roller shades, mini and wood blinds and they are boring. Consumers are getting excited about motorization and digital technology like we use for Persona. Adding actual photos and custom graphics, for example, have generated real W0W to our line. Rory McNeil: The most important thing window covering retailers can do is dare to show new and innovative window covering products. Don’t just give the customer what they think they want. It’s vital that window treatment professionals expose consumers to myriad new and exciting WF-VISION.COM | MAR/APR 11 | 13

»Custom Fabric Treatments »Natural Woven Shades »Custom Roll Shades »Solar Shades »C.O.M.

custom window treatments there is no substitute for 40 years experience

treatments available. Don’t just take orders; expose yourself to the risk of selling something different and more profitable.

What is the best tip you have seen/heard/used that convinces consumers of the importance of window fashions? NG: Window fashions can be sustainable. JF: Offer a free in-home window shade safety audit. Advertise in parent magazines, have a professional form, and start booking appointments as FREE service that will lead to many sold cordless units! RM: I think consumers respond very well to the idea of controlling light in multiple ways, by offering products that use multiple layers to provide many light controls and energy-efficient possibilities.

How would you make window treatments exciting/sexy/ etc for consumers? NG: Present them as a branded concept, rather than a collection of products.

»Custom Roman Shades

»Natural Woven Shades™

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EST. 1973

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Tom Perkowitz: Everyone needs to be reminded that the things we put on windows are window FASHIONS. Years of intense price competition and commodity window coverings like mini-blinds and honeycomb shades has transformed the people in our industry from designers and decorators onto clerks and salespeople. Our job is not to just cover a window, it is to make the window and the entire room beautiful. SK: The best way that I have found to make window treatments exciting and desirable for my clients is to really speak to their needs and their wants with strong descriptive vocabulary; accentuating the words that will evoke the feeling that they want their room to have. It’s very important for a client to connect with you on a level of understanding that you are there to create the space that they want. In doing so, and choosing the right words for the client—whether it be words like clean and concise, tailored, simple, or words like luxurious, voluptuous, supple or glamorous—every consumer has a vision in their head. Getting them to be excited about the fact that you understand their vision is probably the easiest way to get them excited about the window treatments you are creating. RM: I think the real key is improving the living space for the consumer. For instance, if the consumer can be shown that multi-layered treatments can enhance the light and provide more energy efficiency, they will inherently perceive more value from their window treatments. Providing value to the consumer is essential to increasing their desire to improve their living space. V

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VIEWPOINT

Kathryn M. Ireland on Houseguests

I’m Officially Obsessed With I'm a very easygoing hostess. When a houseguest arrives at my home in southern France, I won't be sweeping down the staircase in some flowing number on cue. I usually greet people from my bathroom window, shouting to "come on in" and open a bottle of wine. I only require that guests embrace a communal spirit as I host dozens and dozens of guests each summer! For many of us, vacations and houseguests are the best part of the summer months, relaxing with old friends and cherished family members. In that spirit, I offer up some of my best advice for houseguests (and hostesses), honed over the past two decades and excerpted from my new book Summers in France. ¶ My overall advice for houseguests is very simple: Be up for anything. I like doers and guests who are generous with their time. I love it when a guest offers to cook lunch for the group or organizes a game of soccer before dinner. Guests who are motivated to be hands-on are always invited back! ¶ For those hosting houseguests in the summer, here are my lists of Guest Room Must-Haves ... and Have-Nots! Must-Haves: • Comfortable beds and pillows • Lavender bags on the pillows and armoires • Somewhere to hang clothes, even if just a few pegs on the wall or back of a door • A table or surface to lay out make-up or other personal items, especially for shared-bath situations • Cut fresh flowers • Carafe of water • Lamp or candle by the bed, as well as reading material for guests • A list of house rules Must-Not-Haves: • No old clothes stored in closets • Nothing under the bed • No stained towels or sheets • No surfaces with your own personal memorbilia • No sign of the guest who was there before • No broken things such as fans, alarms and lights The trick to being a great hostess is not to think of your houseguests as cramping your style, but embrace them and get them to join in. V 16

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ABOVE: La Castallane is Ireland’s home in southwest France, where she loves spending time with her family and a wide circle of friends. FAR LEFT: The cover of Ireland’s latest book, detailing the ongoing restoration and design of La Castallane. LEFT AND OPPPOSITE PAGE: Relaxed, bountiful meals are one of the greatest pleasures at La Castallane, and Ireland welcomes her guests’ contributions—to the meal, the decor and the entertainment.

Kathryn M. Ireland is a home design color maven, creating signature interiors for a distinguished clientele ranging from Hollywood A-listers to English aristocracy and neighbors next door. House Beautiful named her one of the top 100 designers in the United States and her design projects have been featured in Vogue Living, Elle Décor, House & Garden, House Beautiful, Veranda, W, World of Interiors and Traditional Home. She divides her time between Santa Monica, London and Southwest France. Ireland is currently starring in Bravo’s Million Dollar Decorator, premiering on Bravo summer 2011, and her new book Summers in France was just released April 1.

See Kathryn and hear her discuss her life in design at VISION11:IWCE, Tuesday, April 29, at 12.30.

CLOSER LOOK Kathryn M. Ireland KathrynIreland.com

WF-VISION.COM | MAR/APR 11 | 17

VIEWPOINT

Passion and Practicality

Why I Love Gordon Clements with his daughter Kelly and wife Dianne.

ost people don’t typically think of Vermont when they they think of trends, but Gordon Clements, owner of Gordon’s Window Decor, based in Vermont, with additional offices in upstate New York and Virginia, believes his clientele is on the leading edge of consumer behavior. “Given all that has hit the consumer lately—the loss of pension savings, the downturn in the home market, spiraling energy costs—I think Vermont is already the market the rest of the U.S. will become,” Clements said. “Vermonters are pragmatic, careful, demanding and have long favored buying local. We are fact- and value-driven and, given that our winters can interminable, have always been energy-conscious. “We offer a product that is designed, built and installed by Vermonters, and that fact resonates with our market. We align ourselves with other companies who have the same values; we are active in the community; we underwrite our public radio and television stations; and in everything we do, we make sure our marketing efforts mirror our mission statement and corporate culture.” Finding the Right Path Clements’ business wasn’t always so focused. “Many years ago we sold as many soft window treatments as we did blinds, so much so that I got into fabric distribution primarily to get better pricing for our draperies. “But living in an electrically heated home in Vermont I quickly recognized the huge hole windows create in the building envelope. Insulating window treatments became an interest and eventually a passion. When I launched Gordon’s in January 1985, our primary insulating treatments were Warm Window and Window Quilt. When more effective new products came on to the market, such as Duette, then Symphony, we added those to our offerings. As we became smarter on how to build a profitable business centered on insulating the window, we created our own brand, EcoSmart Insulating Shades in 2006. 18

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Today Gordon’s Window Decor is strictly a custom window treatment business, and about 70 percent of those sales are its own EcoSmart brand of cellular shades and roller shades. “Over the years we tried selling fabric and wallpaper,” Clements said. “We made our own wood blinds and verticals, but soon enough recognized what our strengths were, and what niches the market would allow us to operate in profitably. We have a small workroom primarily for top treatments, but insulating window treatments are our core business.” Communicating the Energy Message Having been involved in the window treatment business long enough to note that this is the third energy-crises market he has faced, Clements understands that “saving energy” isn’t always top-of-mind with consumers. But that’s okay with him, because, as he has become more convinced of the importance of insulating treatments, the market is evolving in a way that favors his commitment to valuebased sales. “Dollar for dollar, nothing does as much for a building, residential or commercial, than custom window treatments,” Clements said. “Quickly and inexpensively, window treatments can satisfy all four of a consumer’s hierarchy of needs—aesthetics, comfort, convenience, and sustainability/operating cost. And they do so at the window—generally the focal point of the room—following the decorating tenet of adding strength to strength.” Having to convince skeptical Vermonters meant that Clements aligned himself long ago with other organizations that share a similar message and mission. These relationships are proved valuable many times over—in the form of shared information, testing results and referrals. “We have worked professionally recognised energy-focused organizations such as Energy Balance, Building Green and Efficiency Vermont, that are leading research into advanced energy-saving initiatives And the Preservation Trust of Vermont, which is pioneering an effort to

At the Carnegie Library in Solvay, N.Y., the Gordon’s team built and installed 21 custom EcoSmart insulating cellular shades.

save windows, and promote energy efficient buildings, using insulating window shades. They are comitted to restoring older windows, which can have an expected life of 100 years, versus a replacement window of 25 years. And, when combined with one of our insulating shades, which the Preservation Trust recommends, these can actually exceed the R-value of newer windows. The result is less-expensive renovations, less material in the landfills, lower operating costs and improved comfort and aesthetics.” The other strength Clements’ business gains through these relationships is access to independent studies, tests and data he would not be able to produce on his own. “The Vermont consumer is most interested in concrete data and facts. We have a study showing mini blinds actually increase their energy bill by 10 percent over an untreated window while our insulating shades can cut it in half. We can also share a report with them that demonstrates the U.S. could save 10 times the amount of the BP oil spill in the Gulf if all windows had quality insulating shades with side tracks. We know that our clients find that information valuable and important, and that it influences their buying decisions.” Matching the Market to the Message Although consumers may vary in their comitment to energy savings one market with which Clements’s message has had consistent success has been large educational institutions. “We make a product that is durable, practical and extremely beneficial to the schools,” Clements explained. One of the company’s biggest projects was a 10-year contract with a major university, in which all the draperies in the dorms were replaced with EcoSmart insulating shades, a total order of more than 15,000 units. This, in turn, led to other such projects, such as a 1,200-unit cellular shade

installation in July 2010 for a Washington, D.C., university. Clements uses not just the contacts from these university projects, but the information he gathers, such as: • Repair work orders for window treatment problems dropped from more than 1,000 per year with the draperies installed to less than 100 once EcoSmart shades were installed. Clements explained: “When you consider that the administration costs tied to a single work order range from $75– $150, that alone represents a huge annual savings, without even factoring in the energy savings. “When dealing with schools, we now try, whenever possible, to make window treatment purchases part of their planned maintenance program. This is inevitably a less expensive and longer-lasting approach to maintenance spending than dealing with emergency repairs.” • There are obvious significant energy savings, whichGordon’s estimates for each project using a U.S. government developed software for modeling energy transfer from windows. • Students’ satisfaction markedly improves, due to the fact they are more comfortable and better able to control the light and heat in their rooms. • Compared to other sustainability investments, like a new boiler, these types of conversion projects—from draperies or mini-blinds to EcoSmart shades—are highly visible. Students notice it, visitors notice it, parents notice it. • Because the students actually play a large role in reducing energy costs by operating their shades correctly, they WF-VISION.COM | MAR/APR 11 | 19

THIS PAGE: Three views of the Davis student center on the University of Vermont campus in Burlington. Featuring blackout shades behind sheer shades on a massive 30-foot wide window, the Gordon’s team had to use cantiliver lifts to reach to uppermost portions in what was a very tightfitting installation. Two motors were installed to manage the shades.

recognize the school is actively committed to being more “green” and handle the window treatments with more care, which in turn means they are generally more careful overall with their room. The result is overall lowered repair and maintenance costs. The Importance of a Solid Foundation When Clements first started his business it was, like many, a one-person operation. But as his company grew and the niche he carved out for it became more defined, he has worked as hard on the internals of the company, as he did the message to the consumer. “We’re a family-based business, and I’m beyond thrilled that my daughter Kelly is committed to moving Gordon’s forward. My wife Dianne also works in the business and to balance that we have to be respectful, open and communicative, not just with each other, but with everyone who works here. So the individuals we hire have to genuinely want to be part of of a caring, passionate business. “I’m pleased to say that 90 percent of our factory staff has been building shades with me for more than ten years,” Clements added. He believes it is this sense of community within the company that helps produce an excellent product. He cites as example the 1,200-EcoSmart shade project that was completed—from fabrication to installation—in just three weeks this past July. “It was our first project with them and it went off without a hitch, not a single defect in any of the shades, nor a problem with the installation.” Clements is proud of what he’s accomplished—for himself, his family, his employees and his customers—but he’s perhaps even prouder that his product and his message are truly resonating with an ever-growing audience. “Our network of EcoSmart dealers stretches from Alaska to Ire20

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land,” he said. “People recognize that I’m not selling snake oil, but a product that attractively and affordably adds comfort while cutting energy waste.” He’s also rightfully proud of being a family-owned manufacturing business poised for growth, of delivering a quality product that helps the United States reduce its dependence on fossil fuels, and of having the opportunity to deliver a legacy to his daughter and grandchildren. For Clements it can all be tied back to his first home in Vermont and the custom window treatments he installed there more than 30 years ago. “My wife and I bought this very high-end dining room set and installed Duettes (a new product at the time) with custom draperies on the windows. We used these custom treatments to solve a proportion issue with the window, tie together the decorating scheme, and make the space visually and actually warmer. In the 15 years we lived there, no one ever commented on the dining room set, but they all loved the windows!” V

Gordon Clements’ Window Treatment Philosophy in Three Key Points Our clients spend a lot more time in their homes and plan to stay longer. They want to make wise, long-term investments in their home, with the goal of making their home more aesthetically pleasing, comfortable, convenient and energy efficient. As the homeowner is takes more of a stewardship position with their most important asset, our advisory role becomes much more important. The end results of this are: 1. C ustomers want practical window treatments with a return on their investment. They understand that half of their hardearned energy bill is wasted out windows. New products, like EcoSmart Insulating Shades, that are affordable yet can create a four-sided seal, more than double the insulating power of windows resulting in an ROI of as much as 20 percent per year. This has made EcoSmart our largest-selling product by far. So much so that we have become the largest cellular shade retail manufacturer in the United States. Many of our customers want it for every window as a basic building envelope component offering comfort and energy saving.s 2. F or aesthetics there is a demand for natural fabrics to decorate over the insulating shades with side panels and/or top treatments that harmonize and create flow through the home. The psychology of color and its ability to create energy and mood has become very important for our decorating staff when advising clients. 3. Convenience is achieved using motorized treatments— something we can do with virtually every product now. Shades or draperies can be activated by remotes, timers, sun sensors or even your iPhone. We are not far away from the ability to activate your shades according to the energy demand—so important when we go to smart-grid, demand-driven pricing.

OPPOSITE PAGE: The showroom and fabrication center in Burlington, Vt., The showroom emphasizes the energy-saving message of Gordon’s in every display,

CLOSER LOOK Gordon’s Window Decor GordonsWindowDecor.com

WF-VISION.COM | MAR/APR 11 | 21

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Exhibit Hall: April 26-28 Conference & Seminars: April 26-28 Las Vegas Convention Center, Las Vegas, Nevada Join WFCP and the following events are Free or Discounted:

Grow your business! Become a Window Fashions Certified Professional (WFCP) Register for VISION ’11/WFCP Events!

Wine & Design Salon (by invitation only) Keynote Kickoff: Tim Corrigan Keynote Luncheon: Kathryn Ireland State of the Industry Panel World Market Tour PLUS one year’s SUBSCRIPTION to VISION magazine!

SEMINARS! NEW PRODUCTS! EXCITING SPEAKERS! NETWORK WITH PEERS!

Welcome to VISION ’11: International Window Coverings Expo! We have the best lineup of seminars, exhibitors and networking events ever for you in Las Vegas! It’s time to take control and turn this industry around, and we can all do just that here, this week, in the convention capital of the world. Not only does Las Vegas offer an atmosphere of excitement but so does every member of the industry that made the decision to take business to the next level by attending this year’s show. VISION ’11 conference and trade show has more to offer on every level than ever before. The economy has forced us to be more creative and innovative to thrive in 2011. Every exhibitor at the show has taken extreme measures to develop new products and ideas to help you stand out and grow your business. Trade and design associations have gathered to help recognize outstanding achievements and help you network with cutting-edge professionals. Each seminar speaker has been carefully selected, and they have diligently prepared information that will change the way you think about your business.

Design Business Rx Workshops Powerful Small Group Sessions that will change your business! These business-changing strategy sessions are intense, detailed and focused on YOU, allowing you to leave Las Vegas with pragmatic action plans that will grow your business. SELECT: Option #1 – DBRx Workshop Consultations for a big-picture review of your business Option #2 – Select from the following powerful topics. Deb Barrett and Susan Schultz along with industry experts Melissa Galt, Vita Vygovska and Vickie Ayres will be presenting the following workshops: Monday, April 25 1:00 - 2:30 DBRx Workshop Consultation 2:45 - 4:15 DBRx Workshop Consultation 4:30 - 6:00 DBRx Workshop Consultation Tuesday, April 26 1:00 - 3:00 Melissa Galt How to Ignite Demand in YOUR Client Base 1:00 - 2:30

Susan Schultz Fame 101

3:45 - 5:15

Deb Barrett Power of Packaging: Bundle Your Services and Build Sales

Everyone here is on board more than ever before. We’ve gone through some difficult times, but we’re here to surge forward and be better than ever as an industry.

3:15 - 5:15

Melissa Galt Five Marketing Mindsets to Make YOUR Design Business Profitable

Co-locating with the Kitchen & Bath Industry Show exposes our products and services to another huge interior design segment, spreading our innovation and product category to new territories.

3:45 - 5:15

Vita Vygovska She Told Two Friends: Developing a Powerful Client Referral Systems

Take advantage of every opportunity to learn, grow, be inspired and motivated to be better than ever! Enjoy the show!

Grace McNamara

VISION ’11: IWCE Subscribe to the industry’s only design and business magazine! SHOW SPECIAL: Get two years for the price of one! Offer valid until 4-30-11. Subscribe at www.wf-vision.com

Vision ‘11 Exhibit Hall See the latest blinds, shades, draperies, equipment, fabric, films, shutters, furnishings, motors, safety products, skylight systems, hardware, trims, tassels, workroom & installation supplies and SO MUCH MORE! Visit www.wf-vision to see an up-to-date list of exhibitors! See hundreds of new products! Discover fabulous new resources! The window covering industry’s one-stop shopping event!

Wednesday, April 27 3:45 - 5:45 Vickie Ayres QuickBooks Deep Dive 3:45 - 5:15

Vita Vygovska Love Your Business Twice as Much— And Get More Done in Half the Time!

3:45 - 5:45

Melissa Galt From a Whisper to a Shout: Social Marketing Secrets for Designers

3:45 - 5:15

DBRX Workshop Consults

Thursday, April 28 12:30 - 2:00 DBRx Consultation Sessions – Follow-up 2:15 - 3:45 DBRX Consultation Sessions – Follow up For more information, pricing, descriptions and to register visit www.debbarrett.com

The WFCP Wine and Design Salon is a VIP “thank you” to our WFCP members and others who have promoted our efforts in 2010. Join us by special invitation only for a wine tasting and design preview Monday, April 25, 2011. Watch for more details online for our WFCP members only Perfect Pairings Challenge. Sponsored by Helser Brothers, Greenhouse Fabrics and Almedahl’s.

VISION ’11 IWCE EDUCATIONAL CONFERENCE SEMINARS AT-A-GLANCE (WFCP, CEU accredited!) TUESDAY APRIL 26 7:30-9:00 8:00-9:00 9:15-10:30 9:15-10:30 9:15-10:30 9:15-10:30

Sponsored/Corrigan Somfy Systems Inc. Susan Schultz Karen Erickson Joanne Lenart-Weary Mary Ann. Plumlee

Advanced WFCP Kick-Off TaHomA®: A Simple Touch Creates a New Home Experience On The Edge: Interior Design Forecasts for 2012& Beyond Slipcovers vs. Re-upholstery: Myth VS Reality (20) 11 Minute Ways to Increase Profits StrengthFinder 2.0 (includes book)

1WFCP 1VP1 1A 1B 1C 1D

Adv.WFCP M FREE/$20 NM

9:30-12:15

Laurie Medford

Ripplefold & Wave Drapery: Design to Installation

1EE

11:00-12:15 11:00-12:15 11:00-12:15 11:00-12:15

Jeanelle Dech Vickie Ayres Susan Kostelecky Joanne Lenart- Weary

Shade Cord Safety Getting It All Done: Online Time & Management Tools Quintessential Custom: It’s More Than Just a Monogram Color Confidence for the Professional

1F 1G 1H 1J

M $35/NM $50 M $35/NM $50 M $35/NM $50 M $35/NM $50

12:30-2:00

Kathryn Ireland

WFCP Keynote Luncheon: Creating a Home by Kathryn Ireland

1LL

M $55/NM $65

2:15-3:30 2:15-3:30

Susan Kostelecky Deb Barrett

Perception Perfection Window Fashion: When Inspiration & Technique Meet

1K 1L

M $35/NM $50 M $35/NM $50

2:15-5:00

Ann Johnson

Old World Pattern Drafting Techniques

1MM

5:15-6:15

2011 Window Fashion Envision Design Ingenuity Workroom Competition Industry Achievement Awards

M $35/NM $50 M$35/NM $50 M $35/NM $50 M $45/NM $60

Super Session M $120/NM $165

FREE

2VP1

FREE

Selling Emotion...Making More Money Through the Use of Technology 2VP2

FREE

WEDNESDAY APRIL 27 8:00-9:00

Future of the Industry Panel

8:00-9:00 Business Success 9:30-4:30 9:30-11:00 1:00-2:30 3:00-4:30 9:15-10:30 9:15-10:30 9:15-10:30

Comfortex

Workshops Business Success Workshop FULL SERIES Millon Dollar Leader’s Panel CEO Roundtable Driving Appointments Joan Willis Deb Barrett Joanne Lenart-Weary

2BW 2BW1 2BW2 2BW3

Finishing Touches Master Class: Lessons from Design Greats Show & Sell Space Planning

2A 2B 2C

All Attendees $129 All Attendees $75 All Attendees $50 All Attendees $50 M $35/NM $50 M $35/NM $50 M $35/NM $50

Super Sessions 9:30-12:15 9:30-12:15

Ann Johnson Michelle Williams

Advanced Arched Window Treatments Safeguarding Your Business

2DD 2EE

M $120/NM $165 M $120/NM $165

11:00-12:15 11:00-12:15 11:00-12:15 11:00-12:15 11:00-12:15

Joan Willis Susan Woodcock Schurz Barrett/ Schultz Vickie Ayres Gillian Wendel

Top, Bottom and Everything In-Between Understanding Linings & Interlinings Steal This Idea Online Accounting Solutions Design & Proportion

2F 2G 2H 2J 2K

M $35/NM $50 M $35/NM $50 M $35/NM $50 M $35/NM $50 M $40/NM $55

2:15-3:30 2:15-3:30 2:15-3:30 2:15-3:30 4:00-6:00

Deb Barrett Cathy Tucker J. Ragan-Scully Kathy Cragg

Delivering the Luxury Window Experience Fast Soft Cornices Through the Decades: Taking Fashion Into Window Fashions Beyond Design: Discover Your Power to Create a Wonderland of Profit Tour: Las Vegas Design Center at World Market Center Las Vegas

2M 2N 2P 2Q 2S

M $35/NM $50 M $35/NM $50 M $35/NM $50 M $35/NM $50 M FREE/NM $25

Safety Panel

3VP1

Pricing Without Emotion Reclaimed & Renewed Window Fashions Imagineering: Expanding Your Window Treatment Designs

3A 3B 3C

THURSDAY APRIL 28 8:00-9:00 9:15-10:30 9:15-10:30 9:15-10:30

Michele Williams Jill Ragan-Scully Gillian Wendel

FREE M $35/NM $50 M $35/NM $50 M $35/NM $50

Super Sessions 9:30-12:15 9:30-12:15

Joan Willis Jeanelle Dech

Secrets to Running a Succesful Workroom Dimensional Anatomy of Window Treatments

3DD 3EE

11:00-12:15 11:00-12:15 11:00-12:15 11:00-12:15

Deb Barrett Cathy Tucker Susan Schultz Mary Ann Plumlee

What Makes This Window Treatment Work Interior Awning Valances The Post Design Era: Challenges & Opportunities Reading The Tea Leaves

3F 3G 3H 3J

M $120/NM $165 M $120/NM $165 M $35/NM $50 M $35/N $50 M $35/NM $50 M $35/NM $50

VISION ’11 IWCE SPECIAL EVENTS Keynote Kick-off: Tuesday, April 26, 2011 7:30 AM - 9:00 AM

Timothy Corrigan Sponsored by

Keynote Luncheon: Tuesday, April 26, 2011 12:30 PM - 2:00 PM

Kathryn Ireland 1LL 12:30-2:00

1 WFCP –7:30-9:00

Keynote Kick-off: A Window on Interior Design: A Vision for Tomorrow

Timothy Corrigan, one of the world’s leading interior designers, will explore how interior design is shifting to reflect the rapidly changing ways in which we create our homes. Looking at more than just the passing fads, Corrigan will focus on the big picture, discussing design trends that will impact window coverings and all of home design. Discover how culture, socioeconomics, environmental awareness, shifting values and lifestyle influence consumers’ choices in home design and their window treatments. 1WFCP Business Credit and .1CEU Free to Advanced WFCP Members/$20 Non-Member

WCMA Product Awards Celebrating and sharing the industry’s latest innovations, the Window Covering Manufacturers Association invites all attendees of Vision 11: IWCE to attend and applaud the 2011 Product Innovation Award winners. Photographs of the entries will be on display at the Las Vegas Convention Center. N101-103 WCMA Product Awards Presentation – Wednesday, April 27, 6:30 p.m.

Keynote Luncheon: Creating a Home by Kathryn Ireland

Learn how one of “House & Gardens” top-watched architects and designers transforms a house into a home. Kathryn Ireland’s anecdotal, amusing and informative talk will delight and inspire you as she describes the processes she uses…incorporating architecture, design, elements and family. Her delightful book Creating a Home will be available for purchase, and a book-signing will follow her presentation. 1 WFCP Design Credit and .1 CEU Member $55/Non-Member $65

2011 Envision and Ingenuity Awards

Tuesday, April 26, 5:15 PM to 7 PM Sponsored by Hunter Douglas Be astounded by the uplifting personal stories these award-winners share as they reveal the vision of their designs and receive their now-famous “Gracie Awards.” Hundreds of awe-inspiring window fashion photographs make for a stimulating backdrop to the evening’s event.

IWCE 2011 SEMINARS TUESDAY, April 26, 2011 1 WFCP –7:30-9:00 Advanced WFCP Kick-Off — A Window on Interior Design: A Vision for Tomorrow Timothy Corrigan, one of the world’s leading interior designers, will explore how interior design is shifting to reflect the rapidly changing ways in which we create our homes. Looking at more than just the passing fads, Corrigan will focus on the big picture, discussing design trends that will impact window coverings and all of home design. Discover how culture, socio-economics, environmental awareness, shifting values and lifestyle influence consumers’ choices in home design and their window treatments. 1WFCP Business Credit and .1CEU Free to Advanced WFCP Members/ $20 Non-Member 1VP1 – 8:00-9:00 Somfy Systems Inc. TaHomA®: A Simple Touch Creates a New Home Experience Speakers: Alexander Keichinger, TaHomA Product Manager and Gina Lutkus, National TaHomA Dealer Sales Manager Home Automation system begins with offering users the control of products in the home such as motorized shades, lights, thermostats, and motion sensors using wireless technologies such as Z-Wave® and Radio Technology Somfy® (RTS). TaHomA enables users to control, schedule and monitor a variety of products and efficiently optimizes the interaction of natural and artificial lighting, heating and cooling according to users’ personal preferences, which saves time, energy and money. The end user can operate the interface to control TaHomA through their laptop PC, desktop PC, IPAD, or IPhone connected to the internet. This means that accessing motorized shades, lights and even thermostats can be done from anywhere, whether the user is at home, work or on vacation. The session will

provide an overview of features and benefits of the TaHomA offering Somfy’s new TaHomA® is a natural extension of the products you are currently selling. TaHomA, a Total. Free 1A 9:15−10:30 On The Edge: Interior Design Forecasts for 2012 and Beyond Susan Schultz, Editor of Window Fashion VISION magazine and Principal of Space Downtown We are living and working in a “post” period: postbubble, post-crises, post-design. We’re looking for a future, because the one we thought we had has disappeared. We’re uncomfortable with the past, because a lot of our current problems began there. And so, what gives us comfort, solace and pleasure in the now? Design is caught between the desire for simple, value-oriented, authentic models and the urge for the new, exciting or forbidden, which is an all-too-human response to our position on the edge of a precipice. We’ll explore the consumer attitudes and philosophies that are shaping the near future, complete with custom-color palettes, material suggestions, resources and more. At the end of the seminar, attendees will be able to: • Define the overall consumer trends that are influencing purchasing habits; • Recognize multiple and overlapping interior design directions and apply that information to the business; and • Specify or create new designs within the scope of these design directions. 1 WFCP Design Credit and .1 CEU Member $35/Non-Member $50 1B 9:15−10:30 Slipcovers vs. Re-Upholstery: Myth vs. Reality Karen Erickson, Slipcover Network When remodeling, redoing a room or moving into a

new home, how do you decide whether to slipcover or re-upholster the furniture? View before and after photos to help visualize the possibilities. Discover which furniture should or should not be slipcovered, and explore fabrics to consider for a client’s needs and requirements. 1WFCP Workroom Credit and .1 CEU Member $35/Non-Member $50 1C 9:15−10:30 Twenty 11-Minute Ways to Increase Profits Joanne Lenart-Weary, Master Trainer and Creative Director, Decorating & Staging Academy It is critical to pay as much attention to marketing your business as creating beautiful spaces. Yet, most entrepreneurs sit and wait for business to come their way. Let Joanne show you a variety of ways to increase exposure, credibility and profitability with a well-rounded approach to the marketing process. Learn simple ways to increase search engine rankings, analyze and improve website standings, and market your business in 20-plus ways in 11 minutes or less. Brand-new or established businesses both will benefit with new ideas and inspiration. 1 WFCP Business Credit and .1 CEU Member $35/Non-Member $50 1D 9:15−10:30 StrengthFinder 2.0 Book Review Mary Ann Plumlee, Founder of Workroom Association of America LLC Most people never reach their full potential because they concentrate on improving their shortcomings rather than fully developing their natural talents. This #1 New York Times Best Seller by Tom Rath provides an online assessment that has helped millions to discover their top five talents. Enjoy a conversation about this new book and the accompanying website (Continued on next page)

IWCE 2011 SEMINARS (Continued) that will change the way that you look at yourself and the world around you. A personal copy of the book will be provided to you as part of the class. Expect a newfound appreciation for your strengths, as you discover ways to use them. 1 WFCP Business Credit and .1 CEU Member $45/Non-Member $60 includes book 1EE 9:30−12:15 SUPER SESSION: Ripplefold & Wave Drapery: Design to Installation Laurie Medford, Expert Services, Business Development Manager Rowley Company Join Laurie as she walks you through detailed steps to not only design a Ripplefold or Wave panel, but also how to specify components needed for your project, how to fabricate the panels and how to install the track system. Detailed instructions will cover both baton and cord draw tracks and will provide steps on how to string the cord draw rod. This is a “can’t miss” session for those of you that want to add Ripplefold to your portfolio. 3 WFCP Workroom Credits and .245 CEU Member $120/Non-Member $165 1F 11:00−12:15 Shade Cord Safety Jeanelle Dech, Director/CEO CHF Academy, Founder of Adaptive Textiles Corded window covering safety has been at the forefront since the publication of the ANSI WCMA Provisional Standard in September of 2010. Before then, many in the industry were not even aware of the existence of safety standards. Join Jeanelle Dech as she helps to translate the alphabet soup of industry stakeholders and shares a non-biased view of how consumer awareness affects the liability of independent fabricators and small workrooms. Observe several innovative methods for manufacturing soft shades and discover the resources for new parts and materials introduced as a pathway to compliance. If you sell or manufacturer custom Roman, Austrian, or Balloon Shades, participate in this seminar to stay informed. 1 WFCP Workroom Credits and .1 CEU Member $35/Non-Member $50 1G 11:00 -12:15 Getting It All Done: Online Time & Management Tools Vickie Ayres, President of Putting on Ayres Are you worried you can’t get it all done? Do you feel like whatever you do, you should be doing something else? Whether you design or fabricate, it’s difficult to keep track of all the loose ends. We need more than a calendar, we need project management tools. How do you choose what is right for you? Learn about: • E-mail Management • Document Filing—Virtual and Physical • Calendars and Scheduling • Tasks and Project Management We will look at paper-based systems, comparing them with online tools and apps. We will discuss the “Getting Things Done” phenomenon and why it has resonated with so many business owners. 1 WFCP Business Credit and .1 CEU Member $35/Non-Member $50 1H 11:00-12:15 Quintessential Custom: It’s More Than Just a Monogram Susan Kostelecky, WFCP Master, SK Designs In the same way that a couture bridal gown differs from an off-the-rack wedding dress, precise and creative styling, embellishment and fit transform ho-hum window treatment designs to inspired levels. Using actual samples and Power-Point images, Susan will showcase ways to make your designs truly custom with innovative, unique designs and specify components such as embroidery (i.e. translating fabric pattern elements into embroidery accents), beading, jewelry, headings, personalization and much more. Also included is how to utilize custom hardware to solve tricky design issues to result in a successful, decorative treatment (i.e. stationary panels over traversing sheers on decorative hardware). Personalized and custom window treatments should involve innovative and unique designs for your lucky

clients—much more than a monogram! 1 WFCP Design Credit and .1 CEU Member $35/Non-Member $50 1J 11:00-12:15 Color Confidence for the Professional Joanne Lenart-Weary, Master Trainer and Creative Director, Decorating & Staging Academy Color can be intimidating, even for the pro. Many rely on cookie-cutter or repetitive color harmonies based on past experiences instead of creating one-of-a-kind color schemes. Learn how the three elements of color impact one’s physical, visual and emotional response, and how to parlay color created with science – not just a “good eye for color” – into confidence and increased profits. Based on the Color with No Regrets Patented System, this seminar will have you looking at color in a brand-new way. 1 WFCP Design Credit and .1 CEU Member $35/Non-Member $50 1LL 12:30-2:00 WFCP Keynote Luncheon: Creating a Home by Kathryn Ireland Learn how one of “House & Gardens” top-watched architects and designers transforms a house into a home. Kathryn Ireland’s anecdotal, amusing and informative talk will delight and inspire you as she describes the processes that she uses through incorporating architecture, design, elements and family. Her delightful book Creating a Home will be available for purchase, and there will be a book-signing after her presentation. 1 WFCP Design Credit and .1 CEU Member $55/Non-Member $65 1K 2:15−3:30 Perception Perfection Susan Kostelecky, WFCP Master, SK Designs In this new economy, learn how to put your very best foot forward in every aspect of your business image. Just as the “little blue box” from Tiffany’s evokes a feeling of luxury, high standards and quality, your company image should inspire prospective clients to contact you and returning clients to clamor for more of your expertise. Take your business persona to new levels by raising clients’ impressions and perceptions, even before you meet. This class will examine how to improve all aspects of your image, including graphics (headshot, logo, business cards, website and blog), consultations (idea-book styles, portfolio, embellishment and lining presentation samples), installations (improved finished product presentation and delivery ideas), follow-up ideas and thank-you ideas. You will leave this class with dozens of ideas for a new, improved and up-to-date business image. 1 WFCP Business Credits and .1 CEU Member $35/Non-Member $50 1L 2:15−3:30 Window Fashion: When Inspiration & Technique Meet Deb Barrett, WFCP Expert, Principal of Window Dressings, Co-founder DBRx Looking for some window inspiration? We’re bringing you live, on-stage samplings of actual window fashions; see dozens of NEW designs and details, and we’ll briefly discuss the finer points of each treatment. Express your personal window style and build one-of-a kind window fashions with a portfolio of inspired techniques, processes and creative stylings seen at this showcase. Your camera is a must to capture every idea. At the end of the seminar attendees will be able to: • Build a portfolio of window-treatment design ideas; • Relate design details to the workroom; • Demonstrate and explain construction techniques for window fashions; and • Be creatively inspired. 1 WFCP Window Credit and .1 CEU Member $35/Non-Member $50 1MM 2:15−5:00 SUPER SESSION: Old-World Pattern Drafting Techniques Ann Johnson, Owner Sew Easy Windows, CHF Academy Instructor Join Ann K. Johnson as she explores the Victorian Era drapery pattern books. Ann interprets the diagrams and explains the methodology used for fabrication.

She then illustrates several simpler and more precise pattern components. These techniques will not only enhance your designs, but will enable you to work around potential fabrication problems. This class is a fascinating look into the past and a comprehensive primer on pattern alteration to achieve distinctive, custom results. 3 WFCP Workroom Credit and .245 CEU Member $120/Non-Member $165 1W 5:15−7:00 2011 WOW Awards Ceremony Window Fashion Envision Design Ingenuity Workroom Competition Industry Achievement Awards Join other industry professionals in applauding the winners as they reveal their winning creations. Window Fashion VISION presents the premier industry competition: the Envision Design Competition and Ingenuity Workroom Competition as well as NEW Industry Achievement Awards! The Award Ceremony is sponsored by Hunter Douglas and will take place in the Convention Center. FREE event, cash bar available.

BUSINESS SUCCESS WORKSHOP

Powerful sessions to help your business grow! All Day Wednesday, April 27!

WEDNESDAY, April 27, 2011 2VP1 8:00−9:00 Future of the Industry Panel We are seeing unprecedented change never before experienced in our industry. Traditional marketing doesn’t work any longer. The Internet is changing everything – websites, e-mail newsletters, SEO, PPC, mobile smart phones – they all impact our business. For the first time we see a trend to consolidation: chains, franchises, box stores are coming to dominate. Many independents struggle to survive. Learn how you can adapt, change, and SUCCEED in the years ahead. Attend this session at no cost, sponsored by Window Fashion VISION and Exciting Windows! Discover what industry leaders have to say about where we will be in the next five years. This is the opening session of the Business Success Workshop series. Panel Leaders: • Grace McNamara, CEO, McNamara Publishing The Big Picture: How distribution channels are changing, product innovations, how independent decorators and retailers will compete in the new era. • Stephen Zimmer, Custom Decorators, Inc. A New Path for Designers: How independent designers can partner with others to get leads and augment their income. Learn his views on how the market has changed, how clients have changed and new ways to find and engage customers. • Bruce Bernstein, Sunshine Drapery & Interior Design Changing from a price primary fabric business to upscale decorating, and getting your staff to change with you. As owner of one of the largest multimillion window fashions businesses in the nation, learn from Bruce Bernstein about their evolution to adapt to new market conditions. • Steven Bursten, Exciting Windows! Who’s winning in the New Era? Dozens of independent business owners are growing and setting records in spite of the economy. Yet, many business owners are struggling for survival. What sets winners apart from those who fail? You’ll find out when you attend this session. FREE (Continued on next page)

IWCE 2011 SEMINARS (Continued) 2VP2 8:00−9:00 Selling Emotion...Making More Money Through the Use of Technology Comfortex This is not another seminar on how to put more energy and feeling into your sales pitch. In fact, this seminar has nothing to do with you. This seminar is all about your customer and tapping into the fiercest secret weapon in your arsenal – the power of emotion. Study after study confirms this: people purchase products they are emotionally attached to. Tap into that power of emotion and watch your competition drop away. In this seminar you’ll learn how to put the advances in technology to use for you. The tools are simple and easy and best of all, in using them your customer becomes emotionally invested in their window treatment purchase. Move the bar from “I like it” to “I HAVE to have it” and close the sale today. FREE

Business Success Workshop Series

2BW 9:30-4:30 BUSINESS SUCCESS WORKSHOP Full Series Benefit by attending a full day of special “insider” information from top national leaders. Be inspired by retailers who are building successful, profitable businesses from $200,000 to over $1,000,000 annual sales. They will share confidential information you cannot get elsewhere. This is a first for the IWCE to bring you the information you need to grow and succeed to levels you might never have dreamed. If you truly want to improve your business success, attend every session. This package includes all three sessions: Million Dollar Leader’s Panel, CEO Roundtable and Driving Appointments 3 WFCP Business Credit All Attendees $129 2BW1 9:30-11:00 Million Dollar Leader’s Panel For business owners selling $1 Million annually – and those who aspire to! Panel Leaders • Gordon Clements – Owner, Gordon’s Window Décor and Eco-Smart Shades, Essex Junction, Vt. • Cherie Roellchen – Co-owner, One Stop Decorating, Kansas City area • Jeff Falcon – Owner, Bay Home and Window, Pleasanton, Calif. • Susette Kubiak -Co-owner, Drapery Connection, Chicago Area • Matt Cookson – Co-owner, Centurian Window Fashions, Toronto, Canada Moderators • Steven C. Bursten – Co-owner, Exciting Windows!, author, celebrating 50 years in the industry • Steve Roellchen – Co-owner, One Stop Decorating For the first time at the IWCE, we bring you a special session for business owners selling $1 million annually—and for business owners who aspire to do so. If you have been wondering how to manage decorators, how to have enough appointments to keep them busy, and how to organize inside operations, this is the session for you. Here’s what you can expect to answer in this session: • Who should consider building a million-dollar business? • How much advertising is required? • What media to use to get appointments for decorators? • Will decorators generate their own leads? • What is the most important personal quality a business owner needs for a million-dollar business? Join us for a stimulating panel where you can ask questions of leaders. Your panel leaders all operate multi-million-dollar businesses, supervising a team of decorators. They are sure to inspire you to “go for the brass ring.” 1 WFCP Business Credit All Attendees $75 2BW2 1:00-2:30 CEO Roundtable – Ideal for owners of businesses over $250,000 annual sales–and those striving to it! This session is for business owners only! It’s another “first” for the IWCE: your opportunity to exchange

information with leading, successful business owners at your level. The only thing that stands between you and a more profitable business is INFORMATION – and putting it to work. In our industry there is no venue for meeting with successful leaders, asking questions and exchanging information you need to be more profitable. Now you can learn from the success of others, and share your great ideas with them. This session is modeled after CEO “exchange” groups where leaders learn from each other. Participants advise that they earn tens of thousands by sharing insider info on topics you can’t learn anywhere else. You will be free to contribute your ideas and ask any questions you want, such as: • What is the cost per lead for new appointments? • What is the sales closing ratio to expect on advertised leads? • Which media gives the best results? • How important is the Internet, including Web pages and e-mail? • What is the commission to pay decorators? How about car expenses? • What is the gross profit you can realistically expect with all the competition today? • How much net profit should be made on sales? Moderator Steve Wishnow – Co-owner Exciting Windows! leading expert on window coverings marketing and advertising 1 WFCP Business Credit All Attendees $50 2BW3 3:00-4:30 Driving Appointments – Ideal for businesses with annual sales from $50,000 to $750,000 and more Every business needs more appointments. There are four categories of marketing to get them: 1) Advertising – things you spend money on; 2) Activities – things that take time; 3) PR and Events – things that take confidence, initiative and a blend of time and money; 4) Special Marketing – builders, realtors, professional offices, “friendly” commercial and other opportunities. Learn which opportunities are best for your size of business. You can expect to learn: • Newspaper, Yellow Pages and magazines don’t work anymore. Find out what does work. • Discover the three most important marketing techniques that work and build lead flow. • How much you should you spend on advertising. • Where to get the money. • What you should expect regarding CPL (cost per lead) and CPS (cost per sale). • The low-cost activities that actually work. • Everybody talks about past customer marketing. Discover the best way to do it. Session Leaders Steve Wishnow – Co-owner, Exciting Windows! Mr. Wishnow is the former Senior Vice President of Advertising & Promotion for one of America’s largest regional department-store chains. He managed an annual budget of $141 million. In recent years he has become the leading national authority for marketing window coverings. Mr. Wishnow will provide you real working techniques, and has invited business owners who are putting them to work in their area. This is not theory; this is meaty information that works. Business owner # 1 – Mike Lin, Buffalo, N.Y., is a leading managed business owner with an advertising budget over $30,000 annually. Learn his best lead sources and recommendations on media. Business owner #2 – Rose Mendoza, Mission Viejo, Calif., is a business owner selling more than $100,000 a year with a lot of experience using personal activities to build word-of-mouth awareness. Advertising budget is less than 2 percent of sales; using time effectively is what builds her business, along with strong follow-up with past customers. Business owner #3 – Jane Shea, Sarasota, Fla., is an exceptional home-based business owner about to open a rare women-owned Hunter Douglas Gallery store. She has increased sales by more than 20 percent per year during the recession in a state hit hard by the housing collapse. Learn how she balances advertising and activities to grow her business in adverse conditions. 1 WFCP Business Credit All Attendees $50

2A 9:15−10:30 Finishing Touches Joan Willis – WFCP Expert, Patterns Plus/ Robb & Stucky Trimmings, either casual or elaborate, can sometimes be more eye-catching than the entire treatment. Trimmings can also add extra profit to all treatments. You will see embellished panels, valances, pillows, bedding and cornice boards. One of the biggest challenges that come with many trims is “how to apply them.” Learn tricks of the trade as to what is the best way to apply these trims, including an in-depth examination of when it is best to use iron-on methods, glue or sew. Joan will illustrate an array of finishing touches that will enhance many styles. This session is ideal for designers looking for creative ideas and workrooms wanting fabrication techniques, so bring your cameras! 1 WFCP Design Credit and .1 CEU Member $35/Non-Member $50 2B 9:15−10:30 Master Class: Lessons from Design Greats Deb Barrett, WFCP Expert, Principal of Window Dressings, Co-founder DBRx There’s an old adage: “If you’re going to borrow, be sure to borrow from the best.” Discover the eccentricities and exuberance of Tony Duquette, the unstudied elegance of Sibyl Colefax, the surprising boldness of Dorothy Draper, and many others. You’ll see some of their trademark design elements and learn how to incorporate these classic concepts into your designs. There is no better place to look for inspiration than to study the trade secrets of the greats like John Fowler, Sister Parish, Billy Baldwin, David Hicks, Elsie de Wolfe, Syrie Maugham, and more. By the end of this seminar attendees will be able to: • Identify style or philosophies of interior design icons; • Translate their philosophy to their own style; • Apply the pros’ tips to designing window treatments and interiors; and • Be inspired by great design from the past. 1 WFCP Design Credit and .1 CEU Member $35/Non-Member $50 2C 9:15−10:30 Show & Sell Space Planning Joanne Lenart-Weary, Master Trainer and Creative Director, Decorating & Staging Academy Creating a beautiful room is easy; getting the job can be the difficult part. Learn a unique process that begins with your initial interaction incorporating “on the fly” space-planning processes, leading to the consult itself. Blend a unique color and shape test, with a budget-setting process that will help you truly understand your client’s decorating style and budget constraints. Apply the “good, better, best” approach to client communications. This seminar will empower the professional, beginning or experienced, to eliminate the tedious “elevator speech” and use a show-and-sell approach to get the job. Implement a new consulting process that will change your client communications. 1 WFCP Business Credit and .1 CEU Member $35/Non-Member $50 2DD 9:30-12:15 SUPER SESSION: Advanced Arched Window Treatments Ann Johnson, Owner Sew Easy Windows, CHF Academy Instructor In this class, Ann clarifies the difference between arched and lifted treatments. She shares four different treatment components – panels, swags, soft cornices and kingstons – and illustrates how to alter existing patterns and draw new ones for arched and lifted shapes. Attendees will leave with a clear understanding of the methods used to develop arched patterns and will be able to apply the skills to other patterns. 3 WFCP Workroom Credit and .245 CEU Member $120/Non-Member $165 2EE 9:30−12:15 SUPER SESSION: Safeguarding Your Business Michele Williams, Creative Director: Scarlet Thread, Communications Director CHF Academy Have you safeguarded your business? Do you know the top 10 reasons why businesses fail – and that most fail in the first two to four years? In this Super (Continued on next page)

IWCE 2011 SEMINARS (Continued) Session with Michele Williams, you will identify the top reasons businesses do not succeed and understand what you need to make your business “fail safe.” We will discuss prior business mistakes and potential ways to learn from them to move forward in your business. Each attendee will begin to create an action plan to safeguard their business while working from a place of insight and strength. Don’t let your business become a negative statistic! 3 WFCP Business Credit and .245 CEU Member $120/Non-Member $165 2F 11:00−12:15 Top, Bottom and Everything In-Between Joan Willis, Owner Patterns Plus, Robb & Stucky Tops: You may be surprised at the number of heading styles Joan will show, including valances, swags and cornices. Bottoms: Bottom hems, ruffles and banding can set your panels apart, making them “one of a kind.” In-between: From the headings down to the hems is a lot of space to add style and increase your bottom-line profits. Joan shares dozens of spectacular treatments, styles from elaborate to casual. This seminar is full of actual samples that will inspire the designer’s creativity, and each will be visually dissected to reveal the best and easiest way to fabricate. Bring your camera! There will be plenty to see, touch and photograph. 1 WFCP Design Credit and .1 CEU Member $35/Non-Member $50 2G 11:00−12:15 Understanding Linings and Interlinings Susan Woodcock Schurz, Brand ExperienceMgr., Rowley Co. What’s under you treatment? Choosing the correct weight and combination of lining and interlining for your face fabric can make a simple treatment luxurious. Join Susan Woodcock Schurz as she walks you through the linings and interlinings used in the industry. Learn which linings drape best with which fabrics, when to use interlinings and which one to choose. Susan will also share information on when, where and how to use heavier-weight interlinings. If you’ve ever had a question on which lining or interlining to use, don’t miss this session. 1 WFCP Workroom Credit and .1 CEU Member $35/Non-Member $50 2H 11:00-12:15 Steal This Idea Deb Barrett and Susan Schultz Revitalize your business by borrowing techniques from innovative industries. This fast-paced tagteam seminar will give you dozens of new ideas that have proven successful in other categories, including consumer electronics, packaging, telecommunications, fine dining, Hollywood and more. Why not learn from the best—Ian Schrager, Steve Jobs, Joss Whedon, Eric Ripert, Warren Buffet and others—and adapt their winning strategies for your business. You get the best, actionable ideas for customer service, marketing, business development, design and innovation. It will be fun, fast and highenergy, and you’ll definitely walk away with exciting ideas that you can immediately put to use. At the end of this seminar, the attendee will be able to: • Identify new opportunities in the marketplace; • Successfully apply innovative ideas to business; • Develop new markets for their business. 1 WFCP Business Credits and .1 CEU Member $35/Non-Member $50 2J 11:00-12:15 Online Accounting Solutions Vickie Ayres, President Putting on Ayres Accounting doesn’t have to be dry, dull and scary. We all have to keep records; let’s see if some online tools can make it easier and maybe even fun! In this class, we will explore some cloud computing options for bookkeeping chores: • QuickBooks online • Downloading transactions from bank or credit cards • Cloud credit card merchant services • Privacy and security in the clouds 1 WFCP Business Credits and .1 CEU Member $35/Non-Member $50 2K 11:00−12:15 Design and Proportion Gillian Wendel, Proprietor Wendel Works

This hands-on class will cover basic proportion theory, the seven principles of design and the Golden Rule. Included is detailed instruction on the concept behind the proportion wheel, sizing a pattern to scale, and converting a magazine photo or sketch into a completed client project. Students will use the proportion wheel to learn how to apply the Golden Rule as well as translate pleasing proportions from a sketch or photo into actual dimensions. Class fee includes a proportion wheel and ruler. 1 WFCP Design Credit and .1 CEU Member $40/Non-Member $55 2M 2:15-3:30 Delivering the Luxury Window Experience Deb Barrett, WFCP Expert, Principal of Window Dressings, Co-founder DBRx How can we make the window the “it” experience in home decorating? As a luxury purveyor, your challenge is to offer exceptional experiences, engaging clients on a higher level through your brand. This course will give you keys to succeed. Gain exceptional insight into what this highly sought-after clientele expects on their windows; who they turn to for advice; what products and services they consider valuable; and other insider tips. First, we’ll redefine the new luxury experience. We’ll discuss luxury consumer demographics and behavior, what they strive for, and what it means to your market. Then, through concrete examples, we’ll explore positioning, sourcing and crafting your image as a style-maker to the elusive high-end customer. Finally, we’ll finish with sampling, presentation and marketing tips to get that client’s attention. At the end of this seminar, attendees will be able to: • Discuss the new luxury as it relates to your client’s experience; • Identify the new-luxury client to formulate and position your products and service for that client; • Formulate and implement marketing and PR strategies to attract the luxury client. 1 WFCP Design Credit and .1 CEU Member $35/Non-Member $50 2N 2:15-3:30 Fast Soft Cornices Cathy Tucker, Owner Tucks N’ Pleats Draperies, CHF Academy Instructor Join Cathy Tucker as she shares an efficient stepby-step method for fabricating soft cornices. Using a variety of materials, including skirtex and fusible bonding tapes, attendees will learn how to create beautifully shaped designs with embellishments such as banding and trim. Also learn how to apply these soft cornice techniques to other treatments such as the shaped bottom edge of a roman shade, or a scalloped edge on an awning valance. You will be amazed that these details don’t take more time! 1 WFCP Workroom Credit and .1 CEU Member $35/Non-Member $50 2P 2:15-3:30 Through the Decades: Taking Fashion into Window Treatments Jill Ragan Scully, Impressive Windows & Interiors, WFCP Master Travel with us through the last century as we delve into the world of fashion design. We will use fashion as a means throughout to inspire new types of window-treatment ideas for your clients. This class will help you translate fashion design into new ideas for treatments, illustrate your ideas for your clients and execute into a finished product. 1 WFCP Design Credit and .1 CEU Member $35/Non-Member $50 2Q 2:15-3:30 Beyond Design: Discover Your Power to Create a Wonderland of Profit Kathy Cragg, Vice President Exciting Windows! Has your business lost its “muchness”? Are you in the “Underland” of never enough appointments, sales, and profit? Get to the heart of what is holding you back from the growth you desire and learn practical steps to more appointments with the right type of customer and increased profitability on each sale. Presented around a theme inspired by the movie Alice in Wonderland, this creative presentation will leave you empowered with the “muchness” you need to grow into the Wonderland of Profit. 1 WFCP Business Credit and .1 CEU Member $35/Non-Member $50

2S 4:00-6:00 Tour: Las Vegas Design Center at World Market Center Las Vegas Bus pick-up and drop-off at the shuttle area. Las Vegas Design Center is the region’s premier home furnishings and fabric resource. Located at World Market Center Las Vegas, LVDC is highlighted by a state-of-the-art campus and features more than 40 showrooms offering hundreds of manufacturer lines. Guests will enjoy a tour of LVDC and cocktail receptions in the LMS Design Group and Postcards Home showrooms. Space is limited. For more information on Las Vegas Design Center, please visit www.lvdesigncenter.com. Member Free/ Non-Member $25 6:30-7:30 WCMA Product Awards Celebrating and sharing the industry’s latest innovations, the Window Coverings Manufacturers Association invites all attendees of the Vision ’11 IWCE to attend and applaud the 2011 Product Innovation Award winners. Photographs of entries will be on display at the Las Vegas Convention Center, Room N101/103. 8:00-12:00 & 1:00-5:00 The Somfy Expert Program Brett Ruxer, Somfy Field Service Representative A comprehensive marketing and sales program, which will enable you to provide your customers with expert product and installation advice regarding Radio Technology Somfy (RTS) motors and controls. By becoming a Somfy Expert you will be provided with free consumer leads as potential customers are directed through Somfy’s consumer advertising and website to seek the skilled advice of a Somfy Expert. Cost: $25 per person. Limit: 50 people per session Registration is through Somfy Systems Inc. To register contact Tracy Christmann at 404.840.6866.

THURSDAY, April 28, 2011 3VP1 8:00−9:00 Safety Panel The ANSI Provisional Standard for Corded Window Products is one of the most important Issues in the window coverings industry today. The standard and all that surrounds it is complicated. To help shed some light, we have convened a panel of industry insiders to help demystify the standards and to provide an update on where the standard is six months after publication and what the future might hold as we move toward balloting of the standard in October 2011. FREE 3A 9:15−10:30 Pricing Without Emotion Michele Williams, Communication Director, CHF Academy, Creative Director, The Scarlet Thread Pricing custom window treatments is often the most dreaded activity for a designer or workroom. Many have no idea where to start or if their prices are fair, high or low. Michele leads a discussion regarding what to consider when creating a price list and offers a plan for one that can be effectively used to prevent pricing errors and ensure profitability. Learn the differences between wholesale, retail and leveled pricing; plus, review several methods used to price new and unusual treatments, and adjust for market fluctuations. No accounting software experience necessary. 1 WFCP Business Credit and .1 CEU Member $35/Non-Member $50 3B 9:15−10:30 Reclaimed & Renewed Window Fashions Jill Ragan Scully, Impressive Windows & Interiors, WFCP Master Take your creative mind to another level. Customize items of interest in your clients’ homes into new and exciting one-of-a-kind window treatments. Their taste and inspiration is all around you; bring your design capabilities to another level and set yourself apart from the competition. This class will cover hardware, top treatments, panels and accessories. 1 WFCP Window Credit and .1 CEU Member $35/Non-Member $50 (Continued on next page)

IWCE 2011 SEMINARS (Continued) 3C 9:15−10:30 Imagineering: Expanding Your Window Treatment Designs Gillian Wendel, Proprietor, Wendel Works Expand your existing boundaries of window-treatment designs. Break away from the standard treatments and learn to be inspired by the world around you. Using actual client windows, Gillian will present hand drawings and photos of completed treatments and styles to show how to go beyond the usual and wow your clients. Through a variety of window-treatment scenarios (bays, two-story treatments, walls with doors, as well as plain window groups), Gillian will create different ways to address each set of windows and demonstrate how to present and explain the benefits. In addition, you will learn ways to expand your creative outlook and pull from the world around you to imagine new and innovative solutions for your clients. 1 WFCP Window Credit and .1 CEU Member $35/Non-Member $50 3DD 9:30−12:15 SUPER SESSION: Secrets to Running a Successful Workroom Joan Willis, WFCP Expert, Owner Patterns Plus, Robb & Stucky Workrooms are without a doubt, the breeding ground for a thousand annoyances. This seminar is packed with helpful tips to reduce workroom stress. Topics include establishing a price list with policies and procedures, proper equipment, workroom layout for optimum efficiency and tracking goods. Step-by-step techniques for various treatments, including heading styles, swags, cornice boards and valances will be shown and discussed. Learn secrets about interlining, tools and supplies, sewing tips and much more. This seminar is a must for drapery workroom owners, managers and staff. 3 WFCP Workroom Credit and .245 CEU Member $120/Non-Member $165 3EE 9:30−12:15 SUPER SESSION: Dimensional Anatomy of Window Treatments Jeanelle Dech, Director/CEO CHF Academy, Founder Adaptive Textiles Inspired by the beautiful renderings in the Design Directory of Window Treatments by Jackie Von Tobel, this seminar experience provides an exciting introduction to draping and drafting, the subjective art of transforming a two-dimensional drawing into a three-dimensional treatment. Attendees learn to dissect and interpret renderings of elaborate, layered treatments, breaking them down into the most basic individual components, calculating scale and proportion, then planning for fabrication and installation. You will learn that there are several “correct” methods. Examples of creative fabrication and installation techniques will be shared. Take this class to bring more value to your business by learning to effectively collaborate with designers and/or retail clients as the solution-oriented, expert fabricator. 3 WFCP Window Credits and .245 CEU Member $120/Non-Member $165 3F 11:00−12:15 What Makes This Window Treatment Work Deb Barrett, WFCP Expert, Principal of Window Dressings, Co-founder DBRx Window treatments are a complex business, from design details to specifying and selling. In this seminar, learn the tricks of the trade—from design, fabricating and presenting them to your clients. This is an in-depth examination of the best examples of classic beauty, inspiring, inspired and solutiondriven window designs with as much personality as the decorators who designed them. Gain an understanding of how a window can be made to look other than it is, and discover the nuances in the design process that make it all work. We’ll offer you the tips and secrets that the pros know that go beyond the window. Enrich your portfolio with solutions, options and details for your client. Learn innovative ways to spice up your treatments and turn

Show Hours and Location

Registration Desk Hours Monday, April 25 12:00 p.m. to 4:30 p.m. Tuesday, April 26 7:00 a.m. to 4:30 p.m. Wednesday, April 27 7:00 a.m. to 4:30 p.m. Thursday, April 28 7:00 a.m. to 2:30 p.m.

a predicament into a success. By the end of the seminar attendees will be able to: • Solve design dilemmas; • Enrich her portfolio with solutions, details and options for the client; and • Identify a problem and offer a saleable solution to the client. 1 WFCP Window Credit and .1 CEU Member $35/Non-Member $50 3G 11:00−12:15 Interior Awning Valances Cathy Tucker, Owner Tucks N’ Pleats Draperies, CHF Academy Instructor Cathy shares innovative techniques for fabricating interior awning treatments. Attendees observe the step-by-step construction from building the awning frame to adding the final detail. Cathy demonstrates professional upholstery techniques to create a taut and smooth appearance, even on wide windows. In addition, attendees learn to measure and plan for the fabrication and installation of awning treatments in difficult bay and corner windows. 1 WFCP Workroom Credits and .1 CEU Member $35/Non-Member $50 3H 11:00−12:15 The Post-Design Era: Challenges and Opportunities Susan Schultz, Editor Vision magazine, Principal of Space Downtown In 1980, Alvin Toffler predicted a new type of “prosumer,” a mix of DIY producer and consumer; a prediction realized in the past decade in the realms media, entertainment and, of course, design. When, as Ellen Lupton observes, “every citizen is, to some degree, a designer,” what is the role of the design professional? This seminar explores best strategies to succeed in the rapidly changing design business, through an examination of the co-creation process as a method for inspiration, business-building, information-gathering and problem-solving. At the end of this seminar, attendees will be able to: • Understand what “post-design” means for business; • Implement “post-design” strategies to reach out to the consumer; and • Apply the practice of co-creation to their client base. 1 WFCP Business Credit and .1 CEU Member $35/Non-Member $50 3J 11:00−12:15 Reading the Tea Leaves Mary Ann Plumlee, Founder Workroom Association of America Have you ever wondered where the market was going, what your customer was thinking, or what your competitor was up to? Stay ahead of the curve by strategic planning. Learn to read the signs and make judgment calls based on clues all around you. Analyze what your customer may be thinking, what your competitor’s ads may say, and where the market maybe go. 1 WFCP Business Credit and .1 CEU Member $35/Non-Member $50

The Construction Zone

Presented by: CHF (Custom Home Furnishings Academy) Produced by: WFCP (Window Fashions Certified Professionals) and CHF (Custom Home Furnishings Academy) Tuesday CZ Workroom Zone 30-50 minutes 10:00 Workroom Ergonomics - Michele Williams 11:00 Custom Hardware Solutions for Draperies and Shades - Amy Johnson 12:00 Make-N-Take Lining Sampler – Ann Johnson 1:00 Make-N-Take Smocking - Cathy Tucker 2:00 Play in the Workroom 3:00 Roman Shades - Meeting the standards with style - Susan Schurz 4:00 Make-N-Take Mitered Banding - Cathy Tucker

Exhibit Hall Hours Tuesday, April 26 10:00 a.m. to 5:00 p.m. Wednesday, April 27 10:00 a.m. to 5:00 p.m. Thursday, April 28 10:00 a.m. to 3:00 p.m.

Wednesday CZ Workroom Zone 30-50 minutes 10:00 Make-N-Take Stylish Client Sample Presentation Kit - Susan Kostelecky 11:00 Make-N-Take Rosettes Galore - Kathy Kuhn 12:00 Make- N- Take an Arched frame - Cathy Tucker 1:00 Make-N-Take Tag it Together - Jill Stanbro 2:00 Play in the Workroom 3:00 Creating Custom laminated Black out Shades - Susan Schurz 4:00 Make-N-Take Draft a Swag - Ann Johnson Thursday CZ Workroom Zone 30-50 minutes 10:00 Creating Arches, Bays and Bows with Firmaflex - Laurie Medford 11:00 Cut and Prepping Panels - Ann Johnson 12:00 Make-N-Take No Sew Grommet Panel Karen Erickson 1:00 Reversible Pillow Sham - Cathy Tucker 2:00 Make-N-Take Bolster Pillow - Jeanelle Dech Tuesday CZ Demo Zone 20 minutes each 10:20 Return Solutions - Ann Johnson 10:40 Machine Feet - Jill Stanbro 11:00 Handstitching Interlined English Swags Susan Gill 11:20 “Fooling with Fullness” - Minda Fernish 11:40 Proper Spacing of Grommets - Cathy Tucker 12:00 Italian Stringing - Old Style - New Technique Susan Schurz 12:20 Secrets of Panel Tracks - Susan Gill 12:40 Drafting an Basic Swag - Ann Johnson 1:00 Grommet Press - Operation and Troubleshooting - Scott Rowley 1:20 French Black Out Method - Kelly Meuller 1:40 Hinged Cornices - Karen Barnes 2:00 Magic with Magnets - Lurene Ulrich 3:00 Pint Size Bed for Samples - Leanne Frederick 3:20 How to assemble track systems for ripplefold draperies - Scott Rowley 3:40 Fabricating with Magnets - Lurene Ulrich 4:00 How to string a traverse rod - Scott Rowley 4:20 Dressing Tab Panels and More - Karen Barnes 4:40 Box Cushion Corners - Jeanelle Dech Wednesday CZ Demo Zone - 20 minutes each 10:20 Quick Pleat Accents - Claudia Buchanan 10:40 Unique final touches - custom tassels, buttons and borders - Amy Johnson 11:00 Scrap Happy - Jeanne McDermott 11:20 Pleats and Spaces - Minda Fernish 11:40 Belmont Swag - Jill Stanbro 12:00 Shade Solution - Mary Ann Plumlee 12:20 Ruched Pillow - Kelly Meuller 12:40 Drafting a Point to Point Swag - Ann Johnson 1:00 Workroom Tips and Techiques - Cathy Tucker 1:20 Trimming the Leading Edge - Ann Johnson 1:40 Drafting an Asymetrical Swag - Ann Johnson 2:00 Slipcover Race - Jeanelle Dech vs. Emily Pettit 3:20 Piping in one Continuous Piece - Rosa Harvan 3:40 Ripplefold Panel Fabrication - Karen Barnes 4:00 Invisible Zippers - Laurie Medford 4:20 Bolsters are four squares - Jeanne McDermott 4:40 Upholstered Headboards Thursday CZ Demo Zone - 20 minutes each 10:20 Designer Pillow Details - Claudia Buchanan 10:40 Tips for Working alone - Minda Fernish 11:00 Creating Quick Style with Sew on Drapery Tapes - Susan Schurz 11:20 Furoshiki Wrapping Cloths for the perfect client gifts - Leanne Frederick 11:40 Ruched Panels - Michele Williams 12:00 Upholstered Headboards 12:20 Drafting the low bulk cascade - Ann Johnson 12:40 Valances with Attached cornices Michele Williams 1:00 Top Ten Uses for Gridded Tables - Kelly Mueller 1:20 Slipcover Skirts - Jeanelle Dech 1:40 Shaped Banding on Cornices - Karen Barnes 2:00 Deep Tufting 2:20 Low Bulk Panels - Karen Barnes 2:40 Dropping a Chain for Soft Shades Cathy Tucker

Conference & Seminar Hours Tuesday, April 26 7:30 a.m to 5:00 p.m. Wednesday, April 27 8:00 a.m to 5:00 p.m. Thursday, April 28 8:00 a.m to 12:15 p.m.

Las Vegas Convention Center Las Vegas Convention Center 3150 Paradise Road Las Vegas, NV 89109 (702) 892-0711 www.lvcva.com

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• Exus shutters are made from 100% natural Basswood harvested and processed in North America. • We are a quality focused company with reliable distribution throughout the country, making us an exceptional alternative to your current supplier. • Exus offers a standard selection of 12 painted, 18 hand rubbed stain finishes and as a true custom product manufacturer we will also match any custom color . • Large variety of inside and outside frames, café style, multifold and double hung panels, hidden tilter and hidden hinges are some of the many options available to you.

• Arches, eyebrows, French door cut-outs plus many other specialty shapes can be ordered without any need for templates. • Make your customer presentation look professional with the Exus color and frame sample box, available at a low cost. • Also introducing “The Pacific Woven Wood Collection”, a large selection of patterns, sold by the roll from our California warehouse, made from bamboo and grasses. Order your sample books today!

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SHOW PREVIEW

It’s Vegas Baby!

Pre-Show, Post-Show and After-Hours Options For Your Enjoyment While there’s plenty to see, do, learn and explore on the VISION11:IWCE show floor, seminars and other special events, Las Vegas is, after all, a city filled with temptations. Here some our speakers and attendees offer their top suggestions for some fun and frivolity. V Vickie Ayres, Putting on Ayres “I was so excited when I saw the show location for 2011—I love Las Vegas! I plan to see a show every night. One of my favorite shows is the long-running ‘Human Nature’, a Motown review produced by Smokey Robinson. If you can, try and get a seat on the front row tables, but wherever you sit, be prepared to sing along and let the music take you back to another time. “For me, a trip to Vegas is not complete without a Cirque du Soleil show. I have been told that ‘Le Reve‘ at the Wynn is produced by Cirque du Soleil but owned by the Wynn so it comes with a much lower price. I plan to see that and the Beatles’ ‘Love‘ at the Mirage, which has gotten fabulous reviews. Maybe I will see you there. “If you are looking for a place to eat off the strip, one of my favorites is Ellis Island Casino & Brewery. It is on Koval, one block south of the Flamingo. It’s a small, old-fashioned kind of casino with a great restaurant. I love this place for breakfast, but be warned, you may have to wait. “My favorite buffet is Cravings at the Mirage. It has a really nice selection and the food is prepared fresh not frozen. For something new this time I plan to try The Wicked Spoon at the Cosmopolitan. I am not sure three days is long enough to shop, take classes, teach, visit with the vendors, eat and play … so I am coming a day early!”

The entrance to “Love,” the Beatles experience show, and a scene from the magical “Le Reve” both of which were designed by Cirque du Soleil, so you’re guaranteed stunning visuals and surprising presentations. Vickie will be presenting “QuickBooks Deep Dive”, an intensive two-hour DBRx session, as well as two other businessbuilding seminars in Las Vegas.

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Deb Barrett, WFCP Master, Window Dressings, Inc. “I’m a huge fan of ‘Top Chef’, so I'm hoping to dine at one or more of the following restaurants by these talents, as seen on ‘Top Chef Masters’ and as judges over the various seasons of the show.” Jaleo by José Andrés This elegant Spanish tapas restaurant, first opened in Washington D.C., helped redefine the cuisine for Americans, and his edition in Las Vegas has been a hit since its first day. Andrés recently launched E, a small restaurant-within-a-restaurant where you are immersed in the preparation, plating and presentation of 20 different small plates. I’d love to snag a seat! At the Cosmopolitan.

Fleur by Hubert Keller Everyone knows I’m a Francophile, so Keller’s New American/French take on food has always been on my radar. Originally opened as another outpost of his signature Fleur de Lys restaurant, the space and menu were revamped in 2010 for a more casual, small-plate experience. At Mandalay Bay.

Joël Robuchon at the Mansion One of the most memorable meals I ever had was at the Paris branch of L’Atelier du Joël Robuchon, and I would love to have the time and money to savor the full Robuchon experience at his opulent Las Vegas restaurant. I mean, just look at that room! But, if schedule and budget do not permit, there’s also a L’Atelier branch, just right next door. I just may have to make reservations right now. At the MGM Grand.

In addition to her famed window treatment design showcase, Deb will be presenting two other seminars as well as several DBRx sessions.

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Ashley Whittenberger, chronic creative entrpreneur and enthusiastic VISION11:IWCE attendee “There are so many things to do and see in Vegas that I sometimes find the city overwhelming for my nature-loving personality. Yet I’ve learned to appreciate all the city has to offer after visiting regularly to attend and present at conventions and trade shows. I always manage to have an amazing time and enjoy visiting some of the lesser-known attractions. Here are a few of my favorite things that I would recommend for your upcoming visit. Some of my recommendations are well-known, others may not be so obvious. Enjoy! Shows: “Mystere”, “O” and even “Legends in Concert” is fun although maybe a little cheesy, but in a good way. Cocktails: Have a drink atop The Palms in the Ghost Bar, or make like the Eskimos and visit Minus 5 in the Mandalay and enjoy your cocktail in a cup made completely of ice, while sitting on an ice bench, at an ice table.

At the Mandalay, a quick trip up to the 55th floor means you can quickly cool off no matter what the temperatures outside when you step into Minus 5.

To escape the lights, noise and traffic: Rent a convertible and drive out to the Hoover Dam, and have lunch at an outdoor cafe in Boulder City. Or check out Lake Las Vegas, a pristine, master-planned 3,600-acre residential and recreational community surrounding a fresh water lake. Its old-world Mediterranean theme is reflected in the overall design and ambiance of this charming destination, unique to the desert southwest.

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Kid-Friendly Activities: For those of you who might be taking the whole family, I’ve included some kid-friendly activities. We took our 8-year-old son last year, and he had a marvelous time. He asked to go back there for his 9th birthday, but we had to explain Vegas isn’t the typical venue for a 9-year-old’s celebration! • Two great museums are right across the street from each other on Las Vegas Blvd., the Lied Discovery Children’s Museum and the Natural History Museum • The Silverton Casino and Lounge has an aquarium show with more than 4,000 fish, sharks, rays and even mermaids. Live feedings occur three times each day at 1:30, 4:30 and 7:30 p.m., while the mermaids perform Thursday through Sunday alongside the sharks and rays. Best of all the shows are free with no reservation required, but be on time for the feedings; they last only 15-20 minutes. • The Mandalay Bay Shark Reef Aquarium inside the Mandalay Bay hotel, with more than 1,200 distinct species of sharks and fish, along with reptiles and eels and a komodo dragon. Open Sun.Thur. 11 a.m. – 11 p.m., and until midnight on Friday and Saturday, with admission fees for adults and children. • The Adventure Dome in an indoor theme park at Circus Circus, with thrill rides, but also family, junior and toddler rides. All-day passes and per-ride tickets available.

There’s always a mermaid to entertain at Silverton.

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• The MGM Grand Hotel has a lion habitat open 11 a.m. - 7 p.m. daily. Lion feedings are scheduled for 11:15 a.m. and 4:30 p.m. each day and admission is free. • Red Rock Canyon is located only 20 miles from Las Vegas, open daily, 6 a.m. - 8 p.m. The visitors center is open daily, 8 a.m. - 4:30 p.m. and there is a $7 per car fee. The 13mile scenic loop drive exposes visitors to the geological history and splendor of the canyon. There are photo opportunities at various loca- The Lion Habitat at MGM Hotel. tions including Calico Hills’ colorful sandstone, limestone Indian roasting pits, Indian “handprints” and pictographs at Willow Springs. A free attraction, Red Springs is located just inside the east park entrance with a one-mile hike on a boardwalk.

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• The Deuce, a double-decker bus that travels the entire strip, from the Fremont St. Experience to the Four Seasons. The bus runs 24/7 and an evening trip is a great, inexpensive way to see all the neon glitter Las Vegas has to offer. • Old Nevada theme park, located about 20 miles west of Las Vegas in the town of Blue Diamond. There’s a large petting zoo for the kids with a quaint restaurant and bar on premises for adults to relax from the heat. For a small admission fee, visit an old western mining town that’s both educational and entertaining complete with periodic interactive gunfights, stage shows and hangings. The melodrama is not to be missed. Deputized children help the sheriff capture the villains. Adults can stroll and shop the many vintage stores lining the town. A miniature locomotive offers free rides from the parking lot to the entrance. I hope you enjoy your upcoming trip to Las Vegas, and I look forward to seeing you at VISION11:IWCE. Viva, Baby! V LOG ON TO WF-VISION.COM FOR A FULL LIST OF WEBLINKS FOR ALL THE PEOPLE AND PLACES MENTIONED IN THIS ARTICLE. The Las Vegas Strip at night is a sight to see, and The Deuce makes it fun and easy

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SHOW PREVIEW

Slow and Steady How to Build an Effective E-mail Marketing List By Tami Coalwell

o you remember your high school math teacher asking the class, "I have two offers for you; If I gave you a penny today, then tomorrow double that amount for the next 31 days, would you take that? Or would you take $100,000 today?" Most of us probably would take the $100,000. But, if you took the penny today, double every day for 30 days … you’d have $5,368,709.12 by the thirtieth day. The same principle is true with your mass e-mail marketing, slowly building your e-mail list, one address at a time is more effective and more valuable than trying to “grab” a big list all at once. This approach provides you with prospects who want to get your information, and they are easier to convert into customers or give you referrals because they have chosen to learn more about you and your business. Here are a few simple rules to expand your lists and have happier customers: Never, Ever Spam Unsolicited e-mail is illegal ,and it’s a waste of your time. Spam doesn't accomplish your desired outcome of targeting interested customers. Response rates to emails are much higher when you build your own list. Collect E-mail Addresses Responsibly Create opt-in e-mails by registration. What this means is that you ask people to provide their name and e-mail address in exchange for free, helpful information. By giving valuable information away for free, prospects and customers will have an immediate reason to give you their contact information. Provide Your Contact Information When people read your e-mail messages, they will have questions. Make it easy for them to e-mail or telephone you. Letting folks know who you are provides comfort, it's good business and reassures them that you are real, ethical and commited to the conversation. Provide a Link to Your Website I’m always amazed at how often this is overlooked. You want your readers to learn more about you and what could 42

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be easier than inviting them to visit your website. After all, driving traffic to your site is one of the key purposes of e-mail marketing. Use Good Grammar E-mail communications can be an important method of increasing customer loyalty and creating your online image. That image will rise or fall based on the quality of your communications. So while your messages may be informal in tone, they should be proper in grammatical construction. Be Honest in Your Communications Don’t trick customers into opening your message; instead get them curious. State clear benefits in the subject header and deliver those benefits in your e-mail message. Be Polite DON’T CAPITALIZE ALL LETTERS TO GET ATTENTION. This is considered screaming on the Internet and may cause your message to get blocked by spam filters. Thank your customers. Let them know you appreciate them. Provide information to help them take their business to the next level. Treat your customers as you like to be treated and just like that penny, your e-mail list can grow exponentially. V For 14 years Tami has been sharing her internet marketing expertise with small businesses; turning their online presence into customers and profit. Her results have earned her numerous awards and she has guided Webb Lake Software into one of the ‘Top 25 Hosting Firms’ as recognized by the Business Journal. Learn more from Tami at her seminar “Website ABC's: What You Must Know to Grow!” at 8:00am on Wed., April 27.

CLOSER LOOK Webb Lake Software WebbLake.com WebbLake.net

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SHOW PREVIEW

Check out these and many other great new offerings on the show floor in Las Vegas

Amoré introduces the Bellagio Collection, creative metal-hardware designs to complement its classic rods, finials, crowns, and medallions. Medium price points. Amoré Drapery Hardware is an important resource for professional designers and workrooms seeking high-fashion drapery hardware. Call toll-free for catalog and color chips. Vist us at booth #245 in Las Vegas. AmoreDraperyHardware.com • 877/440-0123

Brookhaven Fabric Master out of Cummings, Ga., presents the only fabricrolling device you will ever need. The Fabric Master Re-Roller handles fabric up to 64" wide with three easy to move sections. It also contains a TrumeterT fabric measuring meter as well as a convenient to use foot control. The Fabric Master Re-Roller is the rolling device for all your workroom needs. For more information please call 770.887.8850. FabricMasterReroller.com • 770/877-8850

Steel Drapery Weights

Theatrical and Drapery Supply (TADS) is proud to present Steel “Dumpling” and “Ribbon Weights.” The weights are 1.00" x 1.00" and made from rust-resistant steel, not lead. This product is non-toxic, unlike lead. Our product is 100% green, recyclable and Americanmade. The weights are in capsulated in a flame-retardant fabric. The “Ribbon Weights” will be in 25-yard lengths and the individual pieces will be the “Dumplings”. Vist us at booth #353 in Las Vegas. TadsUSA.com • 877/705-8237 44

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Visit Us At Booth #465

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SHOW PREVIEW

What WFCP Means To My Business

The Power of By Carol T. Collins

developed an entrepreneurial spirit as a young adult. I just wasn’t sure what I wanted to do. I learned to sew at an early age and had made my own clothes and those of my children for a number of years, so I decided that I would use this expertise to bring in some extra income. I spread the word among my friends that I could do clothing alterations as well as make new garments for them. In 1980 one of my friends for whom I had made some clothing alterations asked if I would make her a balloon shade. I wasn’t sure what a balloon shade was, but I had made draperies for my own home so was not intimated by the challenge. So, with her fabric and pattern in hand, I made the shade. Soon the word spread among my friends that I could fabricate draperies. And, as the saying goes, the rest is history. My artistic nature kicked in and I fell in love with the designing, creating, and construction of window treatments. I moved from balloon shades to Austrian shades to swags and even hand-quilted bedspreads. Even though I was doing this on a modest scale as a stay-at-home mom, there was no stopping me! My love for the interior decorating business was born. Moving Forward Fast forward to 1992 after several relocations related to 46

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my husband’s career. During that time I did have a small operation is some space that I rented in a floor-covering business operated by a friend. But for the most part, we were never settled long enough to expend the energy and dollars necessary to go big time. Finally, though, it appeared that our residence was fairly permanent, and with one daughter in college and the other close to high school graduation, my husband agreed to help me start a new business. I rented a space of 400 square feet and set out with high hopes. Thankfully, my business has thrived, and we now own and occupy 4,000 square feet of showroom space.

Two views of Collins’ showroom featuring custom window treatments, hardware, trim, upholstery and accessory collection.

I realized that if my business was to grow, I needed to know more about sewing standards, business management, marketing, advertising and installation techniques. I had no idea where to find all this information, but soon I began to receive trade newsletters and magazines. One such magazine was Window Fashions. I would read the magazine from cover to cover and learned about regional shows where I could learn more about the design industry. My first show was in San Antonio. By attending seminars offered at the show, I began to learn what I needed to do to grow my business in a professional manner. At the same time, I was challenged to enroll in the Window Fashions Certi-

Making guests feel welcome and at home was the aim of this homeowner. Keeping the atmosphere light and airy was accomplished with sheer roman shades that can be lowered for privacy. Overlapping flag valances are the crowning touch. Workroom: Diane Cruz; Installer: Bill Collins

Elegantly swagged and draped, this living room drapery treatment adds beauty and warmth to the shutters in the windows. Workroom: Diane Cruz; Installer: Bill Collins

fication Program. At that time, 1994, Window Fashions certifications were offered through the seminars and testing at the regional shows. I earned my Associate certification at that San Antonio show.

industry knowledge, I began work on becoming Expert certified. In April of 2005 I was honored as the first Window Fashions Certified Professional Expert, a distinction I am proud to display with my signature.

In 1996 I attended the Window Fashions regional show in New Orleans where I earned my Specialist certification. The following year in Austin I took the Master certification test and submitted my Master Project, which was approved in March of 1998.

Client Credibility Adding the WFCP distinction to my signature has given me credibility not only in the industry but with the clients in the community that I work. By adding this distinction to my website, blog, business cards and stationary, perspective clients know they are getting the “cream of the crop” to help them with their interiors.

Success Through Education and Training Progressing through the levels of Associate, Specialist and Master, I quickly began to reap the benefits of my certification. I learned better ways to market my business, new and upcoming window fashion designs, exciting drapery hardware as well as workroom and installation techniques that I needed to make my offerings more desirable. And did I mention technology? When I started my business in the early 1980s I didn’t know much about a computer at all. But through technology seminars offered by WFCP, as well as vendors such as Minutes Matter, I began to expand my artistic ability to heights I didn’t even know I could reach. In 2005 Window Fashions added the Professional Expert level to its certification program. Excited about what I could add to my arsenal of

Bedrooms designed by Collins where she provided not only the custom window treatments, but also the custom bedding and accessories.

As an example, I recently received a call from a lady asking for help with the interior design of her new home. Julie and her husband had visited my website, seen pictures of my work posted as well as my certification with WFCP. We scheduled an appointment to meet in my showroom to discuss their needs. Within a week I was visiting them in their home to complete the order for new window treatments—both hard and soft—as well as making suggestions for accessories and upholstery. Honestly, I do not believe that I would have been given the opportunity to work with this couple without my WFCP Expert certification. Industry Influence As a WFCP Expert I now serve on the WFCP Advisory Board, which consists of design experts in fabrication, WF-VISION.COM | MAR/APR 11 | 47

What better way to dress an English dining room than with an English print fabric and trim. Workroom: Diane Cruz; Installer: Bill Collins

The views are spectacluar through the windows of this home office. For privacy the relaxed Roman shade can be lowered. Workroom: Diane Cruz; Installer: Bill Collins

redesign and staging, feng shui, curtains and draperies, as well as blinds and shades. The primary role of the WFCP Advisory Board is to offer valuable insights and guidance in producing educational programs. Other duties include developing ways to make the window coverings industry more profitable and professional, as well as assisting in an advisory capacity, helping to determine WFCP policy and activities. Learning from other WFCP professionals has enhanced my ability to offer my clients an insight into the interior design industry.

efficient products on the market. Also, product safety is a prime consideration, and we must keep abreast of these requirements or expose ourselves to significant risk. Window Fashion Vision continues to increase its offerings of educational opportunities to decorators and designers. At the International Window Coverings Expo each year, our minds are opened to the knowledge and experience of experts in every aspect of the design industry. Window Fashions teams up with industry partners to expand our horizons beyond our imaginations. V

We recently finalized our efforts to develop a new tagline With a Certificate of Intefor WFCP that makes its purrior Design from the Shefpose clearer to both consumfield School of Interior Deers and those in the design sign in New York City, Collins field. After some friendly deopenned her interior decoratbate we settled on “Design ing showroom in the historic Professionals—Empowdowntown of Denton, Texas, ered by Education” because that really sums up the expe- A master bedroom for more than just sleeping, the simple elegance of this where she works with her husband Bill, daughter Jenrience of WFCP involvement space in enhanced with Hunter Douglas Vignette Shadings for privacy, draped with silk swags and panels. nifer Calfee and design assisand addresses the profestants David Vinson and Samantha Anderson. sionalism we offer our clients through what we learn. A Window Fashion Certified Professional is someone who seeks continuing education opportunities. The interior design market is an ever-changing market. Unless we continually educate ourselves, we become stagnant in our designs and fall behind in the trends and colors of the seasons. And, in today’s energy-conscious society, a window fashions professional should know about the newest and best energy48

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CLOSER LOOK Carol T. Collins Carolscustomdraperies.hdwfg.com Carolscustomdraperies.blogspot.com

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Hunter Douglas Gallery® Celebrates Ten Years of Success Ten years ago, the Window Fashions Gallery program was born, with the support of a few brave dealers who committed themselves to the new program, now called Hunter Douglas Gallery®, and with the creation of the Gallery Display Environment, perhaps the most visible part of the Galley program. “When customers come into our showroom, the Gallery Display Environment legitimizes our store and gives people confidence that they’re buying from a very knowledgeable, experienced business,” says Richard Weinberger, Handy Andy’s Window Blinds, White Plains, New York, an early Gallery dealer.

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Gallery dealers grow their businesses together with Hunter Douglas, benefiting from exclusive programs and services, including add-ons to national promotions, the Right Choice Promise™, a platinum level Hunter Douglas Alliance website, the most comprehensive Hunter Douglas co-op advertising program, free sample books and updates, use of the Internet Customer Management (iCM)™ program at no added cost, and exclusive product launches. “We know that the tools available to Gallery dealers drive sales,” says Jeff Janke, Hunter Douglas Vice President, Retail Alliance Programs. “This is through leads generated by Hunter Douglas, and tools Gallery dealers can use to generate leads, close sales and optimize their customers’ shopping experience.” This year, as the program reaches its ten-year milestone, Hunter Douglas and Gallery dealers will promote the Gallery shopping experience using special merchandising tools including posters, banners, counter cards and more.

INSPIRATION

Neo-Classical Vision Amazing Window Treatments on an Ambitious Schedule By Mary Louise Higgins

Last spring I had the opportunity to work on a wonderful project with interior designer Shelby de Quesda for the 2010 San Francisco Decorator Showcase 2010. Showcase house projects are always a bit stressful, due to the tight, non-negotiable deadlines, and this space pushed everyone on the team to their limits. The master bedroom suite in this 1929 French Normandy-style home was a poorly arranged warren of awkward spaces: the master bedroom flanked by a combination of closet/bathroom on one side and a raised Jacuzzi tub on the other.; a narrow gallery lead to nowhere and was a totally useless space. Shelby and her husband, architect Jorge de Quesda, decided to start over. Their approach was to create an enfilade, a suite of rooms formally aligned with each other in such a way to maximize views and traffic patterns. It is an architectural arrangement common to grand European architecture from the Baroque period onwards, and the symmetry it provides was especially popular in Neoclassical architecture. The existing covered gallery was used as access to a walk-in closet and bathroom. The space at the west side of the bedroom was converted into a wardrobe. The new layout is not only much more functional, but also provides more interesting focal points. Upon entering the room the lightfilled gallery catches the eye, and the bed is tucked away to the right while still taking advantage of the views through the bay. 50

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The revised floor plan as designed by Shelby and Jorge de Quesda for the master bedroom suite. When opening the door to the suite, your view is down the gallery, a light-filled space that makes the entire suite feel more open and spacious.

The curved bay window serves as the â&#x20AC;?hubâ&#x20AC;? around which the two wings of the master bedroom suite spread out. The treatment needed to be gracious without being overwhelming. In addition to Fortuny cotton used for the valance and Roman shades, we used a Rogers & Goffigon silk sateen with Samuel & Sons beaded fringe of the leading edge. All items were lined and interlined with bump from Angel Distributing.

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These changes immediately helped make the space more elegant and inviting, but it also put the whole team on an extremely tight schedule because the de Quesdas redid everything. To unify the series of rooms, the same hardwood flooring was used throughout (except in the bathroom), as well as the same crown molding, pear-wood doors and Venetian plaster wall treatment done by Willem Racké. The curved bay window had now become a key focal point in the room and Shelby was determined to highlight both its beauty and the stunning views over the bay that the window frames. The Venetian plaster wall treatment served to inspire the choice of window treatment fabrics, a stunning Fortuny cotton in tan with a silvery-gold. Her design of flat Roman shades with a matching pleated valance and complementary stationary panels fits the mood of understated elegance. Bays of any sort are always a bit more challenging than a traditional window, but my wonderful installer Peter Cimerelli did a perfect pattern for me to follow when creating the valance. In the gallery we used a sheer linen by Rogers & Goffigon for another flat Roman shade. This version was trimmed in Samuel & Sons’ Warwick picot braid and layered over “tortoise stick” shades from Lun On for sun control. The flat Roman shade treatment was repeated in the walk-in closet, this time in a Rogers & Goffigon wool. V Mary Louise Higgins is the owner of Mary Louise Higgins Design Studio, a custom, to-the-trade soft furnishings workroom that services designers throughout the San Francisco Bay area. Higgins has 29 years experience designing and fabricating soft furnishings, especially window treatments.

CLOSER LOOK Mary Louise Higgins Design Studio MaryLouiseHiggins.com

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Two views of the 100-percent wool Roman shade installed in the walk-in closet, made of a Rogers & Goffigon fabric in bechamel/ briar, lined and interlined with Angel Distributing domette. Installation for all treatments was done by Peter Cimerelli, of Cimarelli Enterprises Inc. based in the Bay area.

Special Feature: Selling Emotion Through Technology You might not think the worlds of “technology” and “emotions” could be in harmony, yet combining technology’s tools with the power of emotions is the surest way for window treatment retailers to succeed in today’s challenging marketplace. The key is to get customers involved personally and emotionally in the sale, and the smart use of advanced technology can make that exciting and easier than ever. It begins by attracting today’s consumers.

“A dealer in Cleveland is not necessarily, and shouldn’t be, trying to market to somebody in Florida. He should be marketing in the Cleveland area. He could target online very, very readily, and buy advertisements and pay-per-click opportunities in just the Cleveland market. So when someone looks up window shades or window blinds in Cleveland, that dealer comes up. They’re local, they have a great website, they’re really the first choice for someone in the Cleveland area.”

Be the First Choice Internet retailing is growing rapidly these days because of its convenience. It offers consumers the ability to educate themselves, to price compare and shop easily. Very often homeowners will shop on the Internet, and once they learn what is available they go to a store where real samples can be seen, leading to purchases.

Emotional Tie-In Luckily, having a highly functioning website is getting easier for dealers all the time.

those lines; we offer a digitalization tool retailers can license from us that allows them to enable their customers to create their own designs from a set collection. They can change around the design, enlarge borders, do all sorts of design manipulations so that it’s a perfectly and uniquely crafted product specific to that room. So now dealers can have oneof-a-kind capability right on their own websites. They’re doing something that’s absolutely unique and advanced and they are a leader in their market.” Once a dealer is equipped with such tools, the fun can really begin. Instead of asking the consumer to pick from a catalog, the dealer can ask, “How do you perceive this room?” Once the dealer has a sense of how the consumer perceives the room, he can guide them through style and design options, then move on to design themes, colors and borders, then show them onscreen what the treatments are going to look like.

There’s no need for a dealer to be afraid of this process, notes Tom Marusak, president of Comfortex Let’s say the customer Corp., Maplewood, N.Y. picked a floral pattern. Yes, to be sure, there’s the They might say they risk of consumers findlike the ivy vine look, ing low prices the dealer Dealers can have one-of-a-kind capability right on their own websites. They’re doing can’t compete with, “but something that’s absolutely unique and advanced and they are a leader in their market. but they don’t think Once the dealer has a sense of how the consumer perceives the room, he can guide they want a shade with the dealer should be able them through style and design options, then move on to design themes, colors and ivy vines all over it. to show a presence on borders, then show them onscreen what the treatments are going to look like. The decorator or dealer the Internet, come up as a first choice, wow the consumer with a “We’ve harnessed on-demand production, can suggest using the ivy vine as a borreally savvy technical presence, and basi- which allows designers and consumers der along the bottom of the shade and cally make the consumer more comfort- and dealers to create their own designs,” can show the customer what that would able in buying locally from someone who Marusak said. “But what we’re offering is look like. The homeowners see they are not only the production capability along creating a shade that doesn’t exist in any is tech savvy. 54

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sample format; instead they are creating it right there on the screen. “Now you’ve got the consumer participating in the design,” Marusak said. “They’re not just picking out a shade, they’re actually designing the shade. This is using their own sense of creativity to project their own sense of home décor. The dealer is giving them the opportunity to actually participate in the design and the decoration. That gets them emotionally tied in. When they get the treatments, it’s more than ‘Look at what I picked.’ It’s ‘Look at what I designed.’ It’s personal creation. That’s where personal emotions come into play. Without technology that has been not possible in our industry.”

Enhanced Professionalism Added benefits to using technology to tap into customer emotions are both real and perceived. A dealer projects an image of competence and professionalism when he is in a home and using an electronic pad, allowing him to look up prices, show product benefits and features to the homeowner electronically, and then process the order at that time. The efficiency associated with that system is impressive when it comes to real dollars and cents, says Marusak, but the image the retailer has with the consumer is incalculable in terms of how many orders are actually placed due to this professionalism. As an industry, about half of all dealers are computer savvy enough to take ad-

vantage of technology to generate business. And those who do leverage technology advance even further ahead of the competition. In today’s marketplace, it’s tough getting every order because of stronger competition in a shrunken marketplace. But by combining technology tools and tapping into the power of emotion, the advantage to dealers is so overwhelming they can actually increase sales and grow their business. For more information on the technology tools Comfortex has available to its dealers go to Comfortex. com and PersonaShades.com

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TRENDS

Split Decision

Trade show, off-site events, showroom presentations and more in Paris this January Paris this past January was a whirlwind of activity—from the popular Maison&Objet trade show, to the fast-growing Deco-Off showroom collective and dozens of after-hour special presentations. If that’s not enough, we scheduled several fantastic design atelier visits, then of course there are the museums, the famous flea markets, the shopping and so much more. It made it tough to decide how to prioritize our time, which indicates, we believe, that another trip is definitely in order. Who wants to join us in September? By Deb Barrett and Susan Schultz As we were in the final planning stages for our January 2011 Paris trip, we started receiving more and more e-mail invitations from companies we knew from the Maison&Objet show, but asking if we could meet instead at their Paris studios or showrooms. We have to admit, it was making us just a little nervous for what we might see (or not) at the show this session. But we shouldn’t have worried. Our main reason for being in Paris, the fantastic Maison&Objet show, did not disappoint, because while some favorite companies were not there, we found lots of new ones to keep us intrigued. Paris Deco-Off, a collective of permanent fabric showrooms located in two main areas in central Paris, was in its second year. It had grown considerably, with more than two dozen showrooms, most of the multi-line, participating, which meant devoting at the very least a full day to exploring as many of the new collections of fabrics, wallcoverings and trims as possible. It was a design whirlwind of a trip, and here are some of our highlights. V

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THIS PAGE, TOP: We took a chance and stopped in at one of the legendary petites mains, Legeron, an atelier devoted to the art of hand-dyed, handmade flower, feather and other ornaments for the Paris fashion houses. Deb picked up a couple of pieces to experiment with for her Las Vegas design showcase. THIS PAGE, ABOVE: Once again Jakob Schlaepfer, the innovative Swiss textile company, amazed us with its collection, such as this stunning “magic sequin” fabric that was as mysterious to look at as it was to touch. OPPOSITE: One of the most wonderful experiences for us, as confirmed textile-aholics, was the hour we spent with Pierre Frey archivist and curator Sophie Rouard. She let us see just a few of the thousands of documents— some dating back to the 15th century—the company has acquired over the years, as well as explaining how Patrick Frey, the design studio and clients can use and access this unequalled resource. Walking a few blocks from the archives to the Pierre Frey showroom allowed us to see the results in person. This spring 2011 collection shown in the window was inspired by documents from the archives.

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TOP LEFT: There were lots of interesting woolens to be found at M&O, including this etheral wool sheer from Dutch designer Béatrice Waanders, whose company is called The Soft World. All her items are hand-loomed, undyed and made using fibers shorn from local sheep, goats and rabbits. ABOVE: While not exactly wool, French textile house Karin Sajo showed several interesting velvet constructions including one that looked and felt like Persian lamb. It's featured on the top portion of the orange stool above, because whenever I shot it in black, it didn’t turn out. The stools are a patchwork of the company’s fabrics and trims and this idea of piecing/ paneling/patchwork was another key trend. LEFT: Italian company Augusto Garavaglia provides leather and suedes to many of the fashion houses in Europe. At this show, in addition to those wonderful designs, the company also had a great collection of woolens, including Glam, a sophisticated combination of three key trends—woolens, sequins and ombré.

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Visit Us At Booth #327

TOP RIGHT: This colorful display is from the European branch of Fabricut. It goes to show that for U.S. textile companies, used to being able to just toss some samples on a table, the European shows make them up their game. ABOVE: A new find at the show, Portuguese trim company Sirgaria Castro produces everything in its line to orderâ&#x20AC;&#x201D;allowing the designer to customize color combinitions and embellishments to an unprecedented degree.

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CLOCKWISE FROM TOP LEFT: There were several designers showing beautiful metallic fabrics. Sophie Mallebranche does both custom weaving in 100-percent metallics and has a “ready-made” line. Anne Gelbard uses metallic printing and gauffrage processes to create her innovative fabrics and wallcoverings. LcD is the company of Parisbased designer Luc Druez, who combines metallics with nylon, poly, bamboo, rattan and more. A new find was recent graduate Lynn Sander who showed such pretty, subtle, delicate-looking metallics it was hard to believe that’s what they were, until you touched them.

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Now Fully Compatible With RTS Controls

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SM Automatic provides the trade with a full line of the ďŹ nest available motors and controls for: draperies, cellular and roman shades sunscreen and room darkening shades horizontal and vertical blinds and more WF-VISION.COM | MAR/APR 11 | 61

Product ABO WINDOW FASHION ABO Window Fashion is a factory-direct supplier of drapery hardware and accessories. We carry various kinds of commercial tracks, traverse rods, extendable decorative rods, finials, tie backs, curtain rings, L brackets, workroom supplies and much more. Traverse rods are available in one way or center open, single or double at extendable sizes 30-48", 48-84", 66-120", 84-126" and 120-228". Please visit abowindow.com, call 866/326-1989 or e-mail: info@abowindow.com.

ANN WALLACE Roller Shade Pulls from Ann Wallace

New, vintage-style metal roller shade pulls in classic ring and back plate design. 1 1/2" ring, 7/8" back plate in brass, antique brass and nickel. Please visit annwwallace.com, call 213/614-1757 or e-mail: info@annwallace.com

Visit us at booth #314 in Las Vegas

BALL CHAIN MANUFACTURING Ball Chain Mfg. is the largest manufacturer of ball chain in the world, and our chain has proudly been made in the U.S.A. since 1938. Leading blind and shade manufacturers specify Ball Chain Mfg. products because they know our chain delivers the precision pitch, flexibility and specifications needed to work faultlessly in their sprocket and clutch systems. With us, and only us, you get chain made totally in the U.S.A. with quality that is second to none. Contact us for info on all of our new finishes and services such as endless loops and packaging. Visit us at www.ballchain.com, call 914/664-7500, or e-mail contact@ballchain.com.

CALHOOK CALHOOK has all the right hangers, fixtures, and racks for fabric samples. Wall systems and Max-Space™ floor displays make the best use of your available space and help manage samples efficiently. CALHOOK also supplies a full line of pointof-purchase supplies and equipment for retailers. Call for a free catalog: 800/422-4665 or visit us online at calhook.com.

Visit us at booth #809 in Las Vegas HT WINDOW FASHIONS

HT WINDOW FASHIONS

HT Cellular Shades New—Cordless Plus HT window fashions® introduces Cordless Plus, a new cordless shade. Building on the success of the HT durable cordless system, Cordless Plus offers more options for light control, privacy, ease of operation and more visibility than regular cordless. It rises like a motorized shade, by simply tugging the tassel. You can stop it at the desired location by tugging the tassel again. It adds another dimensionto a safe and beautiful shade.

“EVERYTHING CELLULAR” HT Cellular Shades “See it work” at www.htwfonline.com/cordlessPlusVideo.html “new” - Cordless Plus Call 800/879-9512 for more information.

HT window fashions® introduces Cordless Plus, a new cordless shade. Building on the success of HT durable cordless system, Cordless Plus offers more options for light control, privacy, ease of operation and more visibility than regular cordless. It rises 62like|motorized VISIONshade, by simply tugging the tassel. You can stop it at the desired location by tugging the tassel again. It adds another dimension to a safe and beautiful shade.

ONA DRAPERY HARDWARE Ona Drapery Hardware Company is your source for custom made drapery hardware. From contemporary to traditional, we offer an extensive selection of styles and finishes. We manufacture every rod set to order using only premium heavy gauge steel, wrought iron, crystal and more. Custom curving is available for all rod profiles. Be sure to look at our new ONAVERSE™ Iron Traverse Rod and colorful new ONALUX™ Finials.We pride ourselves on quality workmanship, timely delivery and customer satisfaction. Select Ona Drapery Hardware and order with confidence. For a free catalog please call 800/231-4025 or visit our website at www.onadrapery.com.

PROGRESSIVE SHUTTERS

PH RENDERINGS Your source for professional window treatment renderings Fast, Easy, Affordable PH Renderings offers professional, quality window treatment renderings to trade professionals. Using Dream Draper® design software, we will create your renderings for you. PH Renderings can render your window treatment design with an unlimited combination of fabrics, trims, blinds, shades, valances, hardware and more. Call 860/430-1654 or visit us online at www.phrenderings.com to learn more.

U.S.-based manufacturer, wholesaler and distributor of solid wood shutter and shutter components. We are well established globally and well recognized in the industry for high quality products, reliability, fast delivery and pricing that’s right for your bottom line. We provide a full service solution for your shutter business, offering shutter components of 100 percent basswood available in pre-primed, top coat, stained and sandblasted finishes. Call 888/807-6867 or visit us online at ProgressiveShutters.com, e-mail info@progressiveshutters.com.

Visit us at booth #734 in Las Vegas

ROSE LACE & BRAID

STARKWOOD DESIGNS

Introducing the new 100 precent linen line—trims and tassels

In these days of mass-produced products, a few of us are still around who do things the oldfashioned, American way. One craftsman committed to your project from beginning to end. Wood window cornices, with or without your fabric inserted, and smallfurniture commissions, too. 304/422-2669 or www.starkwood.com

Give your project a feeling of comfort and style with these two sophisticated lines. The Natural collection is offered in Spring Green/ Natural, Clean Tangerine/Natural and Tranquil Aqua/ Natural. The Hampton line is an accent of color set against off-white linen, choose from Indigo Blue or Chocolate Brown. Visit us online at RoseLace.com, call 516/877-7980 or e-mail ERose22734@aol.com.

Visit us at booth #805 in Las Vegas WOODMART WoodMart is a fully integrated manufacturer—from rough milling through finishing and packaging. Louver sizes range from 1" to 5". Visit us at Woodmart.com or call 818/785-1528.

WOODMART Exterior Shutters by WoodMart. Made from Incense Cedar. Available in a quick ship standard design with three louver options and/ or raised panels. We also manufacture custom exterior shutters with a variety of louver sizes, board and batten or Bahama Style. Visit us at Woodmart.com or call 818/785-1528.

WF-VISION.COM | MAR/APR 11 | 63

What’s WINNING DESIGNS FROM THE 2011 ENVISION DESIGN AND INGENUITY WORKROOM COMPETITIONS: In the issue May/June issue look for dozens of photographs of the winning designs, sent in by designers from around the world. There will be so many wonderful ideas and details to be seen, such as this closeup from one of winning Decorative Hardware and Trim submissions, that we’ll probably have to split our coverage into two issues. We want to make sure we have enough pages to show you the highlights from VISION11: IWCE in Las Vegas as well!

–ONLINE EXCLUSIVES– LOG ON TO WF-VISION.COM FOR EXCLUSIVE ONLINE STORIES, LINKS, AND UPDATES ON THIS ISSUE.

It’s Vegas Baby! Get all the links for the places featured in our Las Vegas entertainment article. And then go out and have some fun! http://tinyurl.com/3rcaema 64

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Paris Details See some more new products and designs from the Paris shows, plus get links to all the companies and designers mentioned in the article. http://tinyurl.com/3kt8vo Corded Product Safety Standard Updates Check here regularly for the latest news, information and links regarding this critical industry issue. http://tinyurl.com/3xhp76y

More Resources Than Ever Check out our newly updated Resources section online, featuring nationwide directories for installers and workrooms, plus market reports on hardware, trimming, woven shades and much more. http://wf-vision.com/resources.aspx Plus, check out the Editor’s Blog for recent posts on trends, color, new products and more.

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